Abstract
Self-media platforms are developing rapidly, and TikTok live-streaming with goods has become a hot topic of concern. Some researchers have found that the gender of the anchor, the atmosphere of the live broadcast, and the quality of the product have an impact on consumers' purchase intention. However, there still needs to be more exploration of other factors, so this study conducted semi-structured interviews with ten consumers to study the factors that affect consumers' purchase intention in the live broadcast. After conducting semi-structured interviews with ten consumers, it was concluded that, in their opinion, the identity of the anchor has little influence on the purchase intention, and they prefer the live broadcast that advertises more product promotions during the live broadcast and watching the live broadcast at night is more likely to cause the desire to purchase.
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