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STUDY ON THE INFLUENCE OF ONLINE LIVE STREAMING
CARRYING MODE ON CONSUMERS' PURCHASE INTENTION-
TAKING KNOWLEDGE-BASED ANCHOR AS AN EXAMPLE
By
XIAOHANG XU
AN INDEPENDENT STUDY SUBMITTED IN PARTIAL FULFILLMENT
OF THE REQUIREMENTS FOR THE GRADUATE SCHOOL
STAMFORD INTERNATIONAL UNIVERSITY
MASTER OF BUSINESS ADMINISTRATION
ACADEMIC YEAR 2024
COPYRIGHT OF STAMFORD INTERNATIONAL UNIVERSITY
STUDY ON THE INFLUENCE OF ONLINE LIVE STREAMING
CARRYING MODE ON CONSUMERS' PURCHASE INTENTION-
TAKING KNOWLEDGE-BASED ANCHOR AS AN EXAMPLE
A Dissertation Presented
By
XIAOHANG XU
AN INDEPENDENT STUDY SUBMITTED IN PARTIAL FULFILLMENT
OF THE REQUIREMENTS FOR THE GRADUATE SCHOOL
STAMFORD INTERNATIONAL UNIVERSITY
MASTER OF BUSINESS ADMINISTRATION
ACADEMIC YEAR 2024
COPYRIGHT OF STAMFORD INTERNATIONAL UNIVERSITY
i
The Research has been approved by
Stamford International University
The Graduate School
Title: Study on the Influence of Online Live Streaming Carrying Mode on Consumers' Purchase
Intention-Taking Knowledge-based Anchor as an Example
Name: Name Surname
The Independent Study Committee:
Chairperson
(Chairperson’s Name Surname)
External Committee
(External Committee’s Name Surname)
Advisor
(Advisor's Name Surname)
Committee Member
(Committee’s Name Surname)
Committee Member
(Lecturer. Dr.Kongliang Zhu)
i
Acknowledgements
I have always felt that there is a long way to go and that graduation is just
around the corner. Finally also to my pen here, I have seen a lot of people tearful thesis
acknowledgement, and also have thought I will write something, when I look back at
the past all kinds although there are ten thousand reluctance still grateful. Standing at
the fork in the road of life, I am full of expectations for the future but I also have to
accept that we are all just an ordinary person in the mass of people.
I am very lucky that in the best time of my life, I have been meeting many
different lovely and kind people who have given me the best memories and the most
sincere life advice. Who's youth is not lost, but luckily some people are willing to reach
out and give you a hand when you're lost. I am thankful for my time in Thailand, maybe
there are many important times in life, but these days must be the happiest and most
carefree times in my life. Until I became a better person, it was impossible to get away
from the sincere help I received from my teachers, classmates, and friends. There are
so many people I want to thank, and everyone who appears in my life is slowly making
me a better me. Growing up is a continuous process of learning to say goodbye, some
people go to the mountains, some people go to the sea, are good scenery.
Peaches and plums make their streams. I would like to sincerely thank my tutor,
the first time I met Mr. Zhu Liang's brother, he stood on the podium, his cool
temperament made people like a spring breeze, I can not think of what gorgeous
language to describe him, just think of the word gentle eye firm, perhaps his rigorous
governance, not only let me learn the professional knowledge, but also in the subtle
influence on me. From the opening of the topic to the completion of the paper, there
were a lot of mistakes in the middle, to gave me careful guidance to help me overcome
the difficulties. I have benefited a lot from Mr. Zhu's teaching. I feel very guilty and
grateful, I am so lucky to have met a good teacher. Maybe I have already thanked him
countless times in our chatting records, but I still want to express my gratitude at length
in the acknowledgment of my dissertation, and I hope he will always be happy and
healthy.
I hope he is always happy, healthy, and successful in his work.
ii
I hope he will always be happy, healthy, and successful in his work. Thank you
to my boyfriend, Zhang Xin, you have given me a sense of security and happiness,
because of your company, time has become incredibly romantic. It is you who taught
me about the human condition and spoiled me like a little child. Thank you for never
skimping on your compliments to me, which convinced me that I am a girl worthy of
love. Thank you for choosing me with sincerity and kindness being firm, and becoming
my backbone and backbone. May we live up to each other in the long days ahead and
join hands for the rest of our lives!
The most thankful thing is that my parents. My father has no prose poems, his
hands are full of marks of years. They were ordinary, giving me nothing, yet giving me
everything. They couldn't plan my life ahead of time like other people's parents, what
kind of college to go to, what kind of major to study, probably the most words I've ever
heard is, let me choose for myself. They don't
They don't have too high cultural level, but they always support me to try to go
up one more time, to see more scenery, to grow more insights they won't give me too
much advice, but always silently support me in every choice, they are the driving force
for me to move forward, I hope that in the future, I can take their hands, to see the world
that they have not seen before.
Finally, I would like to express my deep gratitude to all my relatives, teachers,
and friends who care about me.
Finally, I would like to express my deepest gratitude to all my relatives,
teachers, and friends who care about me, and to all the teachers who took time out of
their busy schedules to participate in the dissertation evaluation and defense.
Xiaohang Xu
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