RESEARCH ON THE IMPACT OF CONSUMERS’ PERCEIVED VALUE ON PURCHASE INTENTION IN THE CONTEXT OF TIKTOK’S LIVE STREAMING OF GOODS

This study investigates the mechanism through which perceived value influences consumers’ purchase intention in the context of TikTok live streaming. We developed and validated a theoretical model, integrating the constructs of perceived value, consumer trust, purchase intention, and anchor seeding strategy, based on data from 612 valid questionnaires. The study provided several key findings: 1) The four types of perceived value—functional, emotional, social, and novel—all have a big positive effect on purchase intention, with emotional and functional values having the biggest effects. 2) Consumer trust plays a part in the relationship between perceived value and purchase intention. 3) The anchor seeding strategy has a positive effect on the effect of perceived value on purchase intention. This study expands the application of perceived value theory within the realm of live streaming e-commerce and offers practical recommendations for platforms, merchants, and anchors. Future research should consider broadening the sample scope and investigating the effects of emerging technologies on consumer behavior.