The Impact of Interactivity on Live E-commerce Platform on The Intention of Generation Z 's Consumption Behavior

Abstract

Due to the special environment of disruption of offline business form at the beginning of the epidemic, more and more merchants have started live-streaming with goods in order to seek development, which has become the main force of sales. As Generation Z enters the workplace and their income gradually rises, they will become a powerful growth point for the future consumer market. In this context, on basis of the theory of planned behavior and cognitive mediation model, this paper constructed a research model on the factors influencing the consumption behavior of Generation Z's e-commerce live broadcast, and analyzed the data through questionnaires and using SPSS 26.0. The study showed that online attention has no significant positive influence on consumption behavior intention, and behavioral attitude, subjective norm and perceived behavioral control (PBC) have significant positive influence on consumption behavior intention. Accordingly, this paper presented a study on the consumption behavior intention of Generation Z as well as suggestions for consumers and businesses.