Research On The Influence Of Wechat Brand Stores Via Live-Streaming On Continuous Buying Intention

Livestreaming technology is a form of social media facility that drives significant engagement.The extant literature has mainly discussed how the live-streamers who sell multiple categories of products attract audiences and generate sales.Few have explored how brands,official accounts with stores online,can use livestream to increase brand competence and purchase intention of customers in the long run.This study investigates the impact of livestream marketing and advertising on We Chat brand stores has had on brand competence,as well as how it affects consumers’purchasing decisions,especially the younger generation,and how far those influences have spread.A questionnaire survey of 400 individuals as sample size was conducted across the country（China）,from 25^th May to 25^th August 2022.The findings of the raw data were analyzed using quantitative method via Smart PLS software.This research shows some intriguing results regarding the impact of personality characteristics,levels of interactivity,and message appeals that a livestreamer exudes have on brand.First,in terms of personal traits,this work highlights that the natural qualities of a person delivering an advertisement,can affect the competency of the brand,secondly,Interactivity（how fast response and engagement）between livestreamers and audiences contribute to brand competence,and,the message appeals（emotional and rational appeals,to touch audiences and influence their attitudes towards the brand）demonstrated by a livestreamer,which as well affect brand competence.And at last,brand competence creates a circle of continuous desire to purchase more from competent brands,as the findings of this research show.As a consequence of this,the researcher recommend that companies and brands place a greater emphasis on their level of participation and engagement with this marketing tool.The researchers work has enriched literature related to consumer behavior and advertising.As one of the earliest studies in the aspect of wechat livestreaming,this paper has provided significant results in understanding the concept.