Live streaming channel selection and sales strategy of brand suppliers based on consumer purchase intention

HIGHLIGHTS

• What: The research objectives outlined in this study hold significant importance both from a theoretical and practical standpoint. Conducting a reverse analysis from the consumer`s perspective, this study seeks to offer brand suppliers valuable recommendations on selecting live streaming channels and formulating sales strategies. According to the survey model of consumers` purchase intention in live streaming e-commerce constructed in this study, a questionnaire was designed to explore the influencing factors of consumers` purchase intention and the moderating effect of live streaming channel selection. The main focus of this study is the viewers and consumer groups . . .
  

   

  

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