What impact do the social media presently have on the buying choices of shoppers? Research on the mechanism of live-streaming and short video social e-commerce and its impact on Chinese consumers purchase intention

This paper is an analysis on the mechanism of live-streaming and short video social e-commerce and its impact on Chinese consumers purchase intention by using S-O-R model. The S-O-R model is composed of 7 main elements, namely Online visual merchandizing, Interpersonal interaction, Perceived risk, Social presence, Flow state, Purchase Intention and
Impulsive buying.
By reviewing previous research published by scholars, a preliminary overview of the literature in live-streaming and short video social e commerce in China is undertaken in order to achieve a better understanding of its advantages and possible issues.
Through exhaustive analysis into related theories, including the S-O-R model, a theoretical structure to be implemented in the current thesis is created. Related hypotheses also have been put forward subsequently.
A standardized questionnaire is developed and conducted on a limited scale to assess its reliability and validity. The key scope of the survey is to explore the potential variables that affect the buying intention of Chinese
customers.
After collecting all the relevant details, the author uses the SPSS 21.0 software to assess the correlation between the variables involved in the questionnaire and the purchase intention of the customer.
In the conclusion part, the author tries to provide feasible solutions from three aspects, customers, products and situations, which are perceived to be the most significant parts in new retail era.