Research on the Key Factors Influencing Female Consumers' Purchase Intention in Live - Streaming E - Commerce on the Douyin Platform

Abstract

The live streaming e-commerce industry has experienced explosive growth and become the dominant force in the digital market. The integration of live streaming videos and e-commerce has redefined the shopping experience and attracted a large number of female consumers. This study aims to explore the relationship between live streaming hosts, products, live streaming platforms, and female consumers' purchase intention in e-commerce live streaming, with a focus on the mediating role of consumer perceived value. In order to achieve these goals, we distributed online questionnaires to 420 Tiktok female users through the Credamo data platform, and collected detailed demographic data such as age, occupation, income, shopping preference, etc., so as to fully understand the sample situation. We use SPSS and AMOS software for data analysis. The research results show that the Anchor popularity, Effective interaction, Product value information, and reasonable price discounts significantly enhance consumers' perceived value and purchase intention; Brand awareness is equally important, reflecting consumers' emphasis on brand reputation and image. In contrast, the communication style, live atmosphere, and Platform popularity of the anchor have a smaller impact on perceived value, indicating that consumers are more concerned with substantive content rather than environmental factors. This study provides a reference for a deeper understanding of female consumers' live shopping behavior and provides guidance for companies to develop marketing strategies.