Analysis of the influence path of e-commerce direct broadcast room bullet-screen information on consumers` purchase intention

HIGHLIGHTS

• What: This study takes this as the research focus. This study examines how the bullet-screen information quality of several variables in e-commerce live streaming has varying affects on customers` perceived value, perceived risk, and buy intention through various paths. The primary focus of this study is on how consumers` purchase intentions are influenced by perceived utility and perceived connection. Due to the fact that this study did not set too many demographic variables in the questionnaire, and the survey objects were mainly concentrated in college students, this study has certain limitations.
• Who: Purchase . . .
  

   

  

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