Product Characteristics and Customer Purchase Intention in Live-Streaming Commerce

• 영문명: Product Characteristics and Customer Purchase Intention in Live-Streaming Commerce
• 발행기관: 국제융합경영학회
• 저자명: An-Peng YU Jae-Hyeon KIM Sung Eui CHO
• 간행물 정보: 『융합경영연구』Vol.11 No.4, 1~10쪽, 전체 10쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2023.08.31

영문 초록

Purpose: This study investigated the relationship between product characteristics and customer purchase intention in live-streaming commerce. Research design, data and methodology: Six independent factors namely, scarcity, customization, discount, experimentalism, novelty, and informativeness were identified to analyze their effects on customer purchase intention in live-streaming commerce. The perceived value was accepted as a mediator between independent and dependent variables. Data were gathered from 643 respondents who experienced purchases in live-streaming commerce in China. Results: The results show that product characteristics strongly affect customer purchase intention, and perceived value plays an important mediating role in live-streaming commerce. Therefore, when developing a sales strategy in live-streaming commerce, product characteristics. Such as customization, discount, experimentalism, novelty, and information must be considered. Conclusions: The majority of live-streaming commerce research has focused on platform interactions and consumers. This study is meaningful in that it dealt with product characteristics and confirmed the mediating roles of perceived value in live-streaming commerce. The findings of this study have significant implications and offer valuable insights and practical guidance for both the academic community and practitioners engaged in the field of live-streaming commerce.

목차

1. Introduction

2. Background

3. Empirical Study

4. Summary and Discussion

5. Conclusion

References

키워드

Live-streaming commerce Product characteristics Immersion Perceived value Purchase intention