The Influence Mechanism of Mainstream Media E-Commerce Live Streaming on Consumers' Purchase Decision: An Exploratory Study Based on Grounded Theory
4th International Conference on Management Science and Industrial Engineering, MSIE 2022
; : 1-8, 2022.
Article
in English
| Scopus | ID: covidwho-1973913
ABSTRACT
Even though "Mainstream Media and E-Commerce Live Streaming"emerges as a new form of E-Commerce Live Streaming under the influence of the COVID-19 pandemic, its underlying mechanism in consumers' online shopping remains unexplored. Consequently, this paper explores this topic with a qualitative research through in-depth interviews with college students and graduate students. Based on the grounded theory and NVIVO 12.0 software, researchers explore the influences of mainstream media live streaming of consumers' purchase decision, and propose a framework of consumer purchased decision-making factors of 3 themes and 11 sub-themes. Overall, the findings contribute to the literature of E-Commerce Live Streaming and provide practical implications for mainstream media to better participate in E-Commerce live streaming platforms. © 2022 ACM.
Full text:
Available
Collection:
Databases of international organizations
Database:
Scopus
Type of study:
Qualitative research
Language:
English
Journal:
4th International Conference on Management Science and Industrial Engineering, MSIE 2022
Year:
2022
Document Type:
Article
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