A Study of Consumers Purchasing Factors Through Facebook Online Live Streaming: Taking Sales of Clothing for Example


Owing to the rise of online live streaming in recent years, many socializing platforms successively introduce the live streaming services that blew up the fad of live streaming. This situation not only brings overnight fame to a lot of online ordinary people but also develops a new business model which combined ecommerce with digital marketing. Therefore, this research adapt on Facebook, which is widely popular live streaming platform applied by netizens, as a research tool. In order to exploring the factors that live streaming platforms impacts on consumers’ willingness of purchase.
This research is aimed at studying purchase intention of consumers who purchase clothing through the Facebook live streaming platforms. The subjects were then ask to fill out questionnaires to investigate the factors influence on consumers’ willingness of purchase. The results indicate that among the majority of influential factors of purchase, consumers purchase commodity through Facebook because of “bandwagon effect”. Furthermore, interaction between streamers and consumers is another main factor of customers purchasing motivation. The results of this research will help managers further easily develop online live streaming and the marketing strategy of digital service. In addition, providing related data to operators on the future live streaming platforms.

Author Information
HsinYin Hsu, National Yunlin University of Science and Technology, Taiwan
WenShan Chang, National Yunlin University of Science and Technology, Taiwan

Paper Information
Conference: ACSS2019
Stream: Cultural and Media Studies

This paper is part of the ACSS2019 Conference Proceedings (View)
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Posted by James Alexander Gordon