International Journal of Research Studies in Management
CollabWritive Special Issue
2023 Volume 11 Issue 5
Available Online: 15 August 2023
Author/s:
Wang, Yu He
Graduate School, Lyceum of the Philippines University – Batangas, Philippines (17814755@qq.com)
Abstract:
The paper determined the live streaming strategy, corporate social responsibility and online consumer purchasing behavior of the Chinese online consumer. A total of 265 valid questionnaires results were gathered with live-streaming users in Anhui Province as the representative respondents, and the data were analyzed descriptively through weighted average and ranking methods, regression analysis and Pearson r. The data were analyzed using descriptive analysis with weighted average and ranking methods, regression analysis, Pearson r and other methods. The study revealed that Chinese consumers of live streaming platforms agree that product factors, live streamer’s characteristics, live studio atmosphere and promotion factors play an important role in the live streaming strategy. They also agreed that consumer rights and interests, environmental protection, employee rights protection and corporate charity play an important role in corporate social responsibility. In addition, Chinese consumers of live streaming platforms agreed that perceived usefulness, perceived ease of use, shopping risk as well as brand’s word of mouth play an essential role in their online purchasing behavior. Through this study, the author finds that CSR is not a significant predictor of a company’s live streaming strategy. In other words, CSR has no appreciable implications for the development of corporate strategy. Based on the data results, a digital marketing strategy improvement model for Chinese e-commerce companies is proposed, in this way, it makes a positive contribution to the development of live streaming e-commerce businesses in China.
Keywords: live streaming strategy, corporate social responsibility, online consumer purchasing behavior, Chinese e-commerce company
DOI: https://doi.org/10.5861/ijrsm.2023.1059
Cite this article:
Wang, Y. H. (2023). Live streaming strategy, corporate social responsibility, and online consumer purchasing behavior: Basis for Integrated marketing strategy module of Chinese e-commerce company. International Journal of Research Studies in Management, 11(5), 135-146. https://doi.org/10.5861/ijrsm.2023.1059