Relationship between Content Characteristics, Immersion, and Customer Purchase Intention in Live-streaming Commerce

• 영문명: Relationship between Content Characteristics, Immersion, and Customer Purchase Intention in Live-streaming Commerce
• 발행기관: 국제융합경영학회
• 저자명: Bir Bahadur TRIPURA Jae-Hyeon KIM Sung Eui CHO
• 간행물 정보: 『융합경영연구』Vol.11 No.3, 67~79쪽, 전체 13쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2023.06.30

영문 초록

Purpose: This study examines the relationship between content characteristics and customer viewing and purchase intention in live-streaming commerce. Research design, data, and methodology: For this purpose, seven independent factors such as entertainment, artistry, storytelling, informativity, interactivity, reliability, and technicality are extracted based on previous literature. The viewing intention and purchase intention are adopted as dependent factors. The role of ‘immersion’ is investigated as a mediating factor between the independent and dependent factors. Results: The results showed that entertainment, artistry, technicality, and reliability significantly affected immersion, and immersion affected viewing intention and purchase intention. Immersion was found to play a mediating role between content characteristics and consumer viewing and purchase intention. Conclusions: The results indicate that the content characteristics not only attract customers but also affect their immersion, viewing intention, and purchase intention directly or indirectly in the live-streaming commerce sector.

목차

1. Introduction

2. Research Background

3. Empirical Study

4. Discussion

5. Conclusion

References

키워드

Content characteristics live-streaming commerce immersion customer purchase intention electronic commerce