A Study on the Factors Influencing Chinese Costume Consumers Utilizing Live Streaming Platforms to Purchase Products: A Case Study of Douyin

Abstract

A dominant marketing paradigm has appeared in the form of live streaming e-commerce, which holds a significant user base and exhibits an upward trend in sales figures. Based on the technology acceptance model (TAM) and perceived value theory, combined with KANO and the analytic hierarchy process (AHP), this study extracts consumer demand characteristics through a questionnaire survey of 402 Chinese Douyin consumers who watch clothing live streaming online and participate in purchases. The study categorizes consumer demands into five dimensions with 17 indicators: perceived usefulness, perceived ease of use, perceived emotional value, perceived economic value, and e-commerce anchor characteristics, and a hierarchical framework for consumer demands in clothing-focused live streaming e-commerce is constructed. Four critical deep influence factors were indicated by the findings: information acquisition, after-sales support, smooth communication, and emotional experience. These indicators are the primary factors for future optimization of live streaming e-commerce platforms. The results of this study provide effective data analysis and suggestions related to consumer purchasing needs in clothing-based live streaming e-commerce platforms so as to improve customer satisfaction and thus turnover, as well as to provide a theoretical method for reference in subsequent consumer research on live streaming e-commerce platforms.

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