The Determinants That Impact Customer Purchase Intention in the Context of Exercise Equipment Live Streaming

This study focuses on an under-researched aspect of e-commerce live streaming: the growing demand for fitness equipment, especially in response to the increased focus on health due to the COVID-19 epidemic. This research diverges from existing literature by specifically examining the effects of live streaming fitness equipment, a sector that has become increasingly popular due to the pandemic-driven surge in health and fitness consciousness. While previous studies primarily explore the overall influence of e-commerce live streaming on consumer purchase intentions, this research narrows its focus to the fitness equipment niche. The research utilizes a semi-structured interview method, with 15 participants from China, and applies grounded theory methodology for analysis. The study reveals that consumer purchase intentions in the context of fitness equipment live streaming are complex, influenced by eight crucial factors: streamer professionalism, main streaming similarity, streamer interactivity, entertainment, preferential, information quality, product quality, and product appearance. These findings address a vacuum in academic research on live streaming in the exercise equipment sector and provide valuable information for digital marketing strategists and business owners in the quickly changing e-commerce ecosystem.