The Effect of Perceived Value on College Students’ Purchasing Behavior in Live Streaming

Webcast shopping realizes the transition from static pictures to dynamic videos, increases consumers' immersive experience and product authenticity, and creates an economy through exclusive discounts. Innovative presentation mode is entertaining, and real-time interaction enhances emotional connection and identity, which, to varying degrees, will have an impact on college students' live-streaming purchasing behavior. Based on the SOR model, we study how the live broadcast features act on consumers' purchase intention through 3 types of perceived value, and give validation to the research hypotheses through a questionnaire survey. The results of the study show that the economy, authenticity, entertainment, interactivity, and identity of live broadcasting will not only promote the live broadcasting purchase behavior of college students, but also positively affect their product, emotional, and social perceived value. Higher entertainment of live-streaming rooms provides emotional perceived value, attracting consumers to enter and stay. The full range of commodity displays strengthens authenticity and immersive shopping experience, producing product and emotional value. Anchors' patience and timely interaction build customer trust, satisfying their social needs. These factors stimulate the final purchase behavior through an intermediate role of perceived value. While facing these stimuli, it's wiser for college students to leave a buffer time for their live broadcasting room consumption to reduce emotionally triggered irrational consumption.