Date of Award

Summer 7-1-2022

Degree Type


Degree Name

Master of Arts (MA)


Media Studies


Jiang, Hua


E-commerce, Live streaming features, S-O-R model, Theory of planned behavior

Subject Categories

Communication | Social and Behavioral Sciences


In recent years, live streaming e-commerce has been gaining popularity among Chinese consumers as a new social trend. Compared to traditional e-commerce, the shopping model of live streaming service plus e-commerce demonstrates some benefits of social media features, encouraging consumers to engage in live shopping. This study aims to predict how different live streaming e-commerce features (visibility, interactivity, price discount, and celebrity endorsement) influence Chinese consumers' attitude and purchase intentions. It also examines how TPB components (subjective norm, perceived behavior control, and attitudes) can affect Chinese consumers' purchase intention using a theoretical model combined with the TPB model and the S-O-R model. To achieve this goal, I collected 1239 valid questionnaires using the questionnaire method to explore the influence of correlation between these variables. Confirmatory factor analysis (CFA) is conducted to validate each theoretical concept's reliability and construct validity. The results of hierarchical linear regression indicate that all live e-commerce features positively correlate with consumers' attitudes towards brands and platform use. Among them, price discount significantly impacted consumers' attitudes towards platform use, while visibility, interactivity, and celebrity endorsement significantly impact on consumers' attitudes towards brands. The results also showed that all TPB components positively correlated with consumer purchase intention. Consumers' attitudes towards platform use had a stronger impact on consumers' purchase intentions than the attitude towards brands.


Open Access

Included in

Communication Commons



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