Research on the impact of consumers perceived value on purchase intention in the context of TikToks live streaming of goods

Abstract

This study explores the mechanism by which perceived value affects consumers' purchase intention in the context of TikTok live streaming. Based on 612 valid questionnaire data, a theoretical model integrating perceived value, consumer trust, purchase intention, and anchor seeding strategy was constructed and verified. The study found that: 1) the four dimensions of perceived value (functional, emotional, social, and novel) all have a significant positive impact on purchase intention, among which emotional value and functional value have the greatest impact; 2) consumer trust partially mediates the relationship between perceived value and purchase intention; 3) anchor seeding strategy positively regulates the impact of perceived value on purchase intention. This study expands the application of perceived value theory in the context of live streaming e-commerce and provides practical suggestions for platforms, merchants, and anchors. Future research can further expand the sample scope and explore the impact of new technologies on consumer behavior