Chulalongkorn University Theses and Dissertations (Chula ETD)

Other Title (Parallel Title in Other Language of ETD)


Year (A.D.)


Document Type

Independent Study

First Advisor

San Sampattavanija


Faculty of Economics (คณะเศรษฐศาสตร์)

Degree Name

Master of Arts

Degree Level

Master's Degree

Degree Discipline

Business and Managerial Economics




The development of social media which makes shopping in live streaming more and more popular, the conversion from traffic to income is important. And then the live streaming has become a crucial business and economic model. So, this topic deserves great attention and research. This paper uses many methods, first, the basic characteristics of customers will be analyzed by descriptive statistics to get overview of consumer samples. Then through the one-way ANOVA method to find whether there are statistical differences in consumers’ purchase intention under different customer characteristics, for getting the main factors affecting consumers’ live shopping. Finally, through the cluster analysis classify customer groups, find the main influencing factors of different classified customer groups. The research results show that the characteristics of anchors have a significant impact on consumers’ purchasing behavior in the live streaming.

Included in

Economics Commons



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