Communications in Humanities Research ISSN: 2753-7072
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Research Article

The Formative Factors of Consumers' Purchase Intention of Live Broadcast under TPB Theory

Ziqi NieSias University*

* Corresponding author: [email protected]

Abstract

As the core business model driven by the digital economy, the formation mechanism of consumers' willingness to buy live has been widely concerned by academia and industry. However, the existing research is still insufficient to explore the adaptability of planned behavior theory (TPB) in live scenes with both social and e-commerce attributes. Based on the theory of planned behavior, combined with the characteristics of high interaction and high immersion in the live broadcast scene, this paper systematically analyzes the connotation evolution and formation mechanism of the three core dimensions of behavior attitude, subjective norms and perceptual behavior control, and constructs a model of the formation factors of live broadcast purchase intention. The study found that the behavior attitude was positively driven by product information perception, anchor characteristics and on-the-spot experience; Subjective norms are shaped by the role of anchor vertical opinion leaders and the horizontal effect of group onlookers; Perceived behavior control is positively affected by the convenience of system technology, and negatively weakened by the perceived risk of consumers. According to this, the practical strategies are put forward from six aspects.

Keywords: Theory of Planned Behavior (TPB); Live-streaming E-commerce; Consumer Purchase Intention; Perceived Risk; Anchor Characteristics
Published: July 22, 2026
DOI: 10.54254/2753-7064/2026.HT35699
Volume: CHR Vol.113
pp. 183-191
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