Factors Influencing Consumer Purchase Decisions via Douyin Live Streaming in Nanning, Guangxi Province, People's Republic of China

Abstract

This study examines consumer purchasing behavior through Douyin live streaming in Nanning, Guangxi Province, People's Republic of China, and identifies factors influencing consumer purchase decisions. A survey was conducted with 400 consumers who had previously purchased products through Douyin live streaming in Nanning. Data were collected using an online questionnaire via WeChat applications. Data analysis employed descriptive statistics to calculate means and standard deviations, and multiple regression analysis using the Enter Selection technique.

Results show that consumers primarily purchase everyday goods, with purchase frequency largely dependent on circumstances. Most consumers spend less than 500 yuan per transaction. Purchase timing through live streaming mostly depends on situations, followed by the 20:00-22:00 time period. Cash on delivery was the preferred payment method, followed by electronic money/e-wallets. All factors demonstrated high importance levels, ranked from highest to lowest: interaction, product customization, entertainment, live streamer image, price, purchase decision, and platform loyalty. The study found that live streamer image, entertainment, product customization, price, interaction, and platform loyalty significantly influence consumer purchase decisions via Douyin live streaming at the 0.05 statistical significance level.