Aspects influencing consumer purchase intentions in the context of influencer live shopping

Abstract

In the context of influencer live shopping, this thesis examines the diverse effects of influencers on consumers' purchase intentions. In order to determine how substantially each of these aspects affects customers' purchase intentions, this study focuses on four primary perspectives: price and promotion, social interaction, consumer perception, influencer’s own attributes. With a focus on the Chinese e-commerce industry, this thesis investigates the distinctive features and customer journeys of influencer-driven live shopping campaigns. Structured questionnaires were distributed to Chinese customers to collect the required data. The study emphasizes the complex relationships that exist between customers and influencers and intensively examines how these relationships impact consumers' intentions to make purchases. Through the approach of in-depth analysis and empirical research, the findings add to an additional understanding of influencer marketing. Moreover, the results provide significant perspectives and recommendations for businesses seeking to leverage influencer-driven tactics to enhance consumer interaction and improve earnings in the age of digital media.

This thesis demonstrates the tactical importance of influencers in today's digital marketing environment, highlighting their crucial role in driving consumer engagement and brand loyalty, while also deepening the understanding of the dynamics of influencer live shopping by exploring the multifaceted interactions between influencers and consumers, the impact of different promotional strategies, and the unique characteristics of the Chinese e-commerce industry.