A Study on the Influence of Tiktok Live Broadcast on College Students’ Purchase Intention

Abstract

Nowadays, the society is experiencing the rapid development of the Internet, entering the era of web3.0 at the same time. From the dual perspectives of the transformation of value of short video and the realization of the flow in the consumer society, short video live delivery has become the main channel of consumption under the circumstances of streaming media. This emerging online shopping method based on platforms such as Tiktok has also become a trend dominated by college students. The main concern of this study is individual personalized characteristics and flow experience of anchors, which is based on the SOR stimulus response model theoretically. Using the research method of questionnaire survey, college students in Guangdong, Hong Kong and Macao are selected as research samples to explore what factors affect college students' purchase intention when they watch Tiktok live streaming. In addition, the study analyzes the operating mechanism and underlying logic behind these influencing factors. The study indicates that the streamer attractiveness have a positive effect on flow experience, while flow experience has a positive effect on purchase intention, and streamer attractiveness and purchase intention are positively correlated. Moreover, flow experience has a partial mediating effect in the relationship between the two factors. Therefore, we hope that consumers would have the ability to distinguish and discriminate when watching the live videos on Tiktok, maintain a rational consumption attitude, and reasonably purchase many non-professional products on the short video platform. The study also plays a guiding role in providing consumer products and services to producers.