The Impact of Live Commerce and Short Video on College Students Actual Purchase

Abstract

The emergence of new media has led to live commerce becoming a novel, widely adopted trend, and live commerce has also become a new business model. This study has put a lot of work into creating an integrated model that combines the theories of planned behavior and media exposure to explain the connection between watching short videos and in-person shopping. We looked at the connections between attitude, subjective norm, perceived behavioral control, frequency, duration, and attention to live commerce viewing, as well as real purchases. To check the accuracy of the fictitious model, 402 college students in China participated in a questionnaire study that yielded empirical data. The structural equation model is shown to have a strong model fit for empirical data, while the measurement model demonstrates that the theoretical constructs have appropriate reliability and validity. The results of the study demonstrate that customers attitudes toward live commerce and their perceived behavioral control over it greatly influenced their actual purchases. But the effect of subjective norms on actual purchases has not been verified. This research addressed the knowledge gap in the application of TPB to explain offline and online purchasing behavior. Also, this study has its limitation; since the research is primarily focused on China, it is difficult to extrapolate the findings to other countries.