The influence of live streaming on the college students’ purchase intention

The purpose of this study is to explore the influence factors of live broadcast on college students’ purchase intention, and to explore the influence of these factors on college students in Guangxi. Mixed methods, including a questionnaire on a sample of university students in Guangxi. The collected data were analyzed using descriptive analysis, correlation analysis, and regression analysis. Research Methodology: A questionnaire survey was conducted on 400 Guangxi university students using random sampling method. A self-completed questionnaire was used as the research instrument on Questionnaire Star, which included questions related to Interactivity, Internet Word-of-Mouth (IWOM), Price discount strength, Attraction, Entertainment and Purchase Intention related questions. Validity and reliability analyses were conducted to ensure the quality of the data collected. The research results are as follows: Internet Word-of-Mouth (IWOM), Price discount strength, Attraction and Entertainment have positive effect on purchase intention, while the relationship between interactivity and purchase intention is not significant. In order to increase purchase intention, Attraction and Entertainment can be strengthened. Since Attraction and Entertainment have the most significant effect on purchase intention, it is recommended to strengthen the design of Attraction and Entertainment in the product or service, and also optimise the IWOM and price strategy by optimising the management and marketing of the IWOM, as well as flexibly formulating the price discount strategy to increase the purchase intention. Although interactivity did not have a significant effect in the regression analysis, it is still recommended to consider all factors and develop an integrated marketing strategy to increase overall purchase intention. Purchase intention can be enhanced more effectively to promote sales and market share growth of products or services.