The Effect of Live Commerce to Increase Consumer's Purchase Intention: The Case of China

• 영문명: The Effect of Live Commerce to Increase Consumer's Purchase Intention: The Case of China
• 발행기관: 한국유통과학회
• 저자명: Wei-Keon ZHANG
• 간행물 정보: 『유통과학연구(JDS)』제21권 제12호, 103~111쪽, 전체 9쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2023.12.31

영문 초록

Purpose: This study explores the impact of live commerce on consumer purchase intention in the Chinese market. Live commerce, a novel marketing strategy that fuses e-commerce with live streaming, has gained significant popularity in China. The study aims to pinpoint main ways that live commerce increases customers' propensity to make purchases. Research design, data, and methodology: The PRISMA technique was adhered to in the systematic cycle of finding, screening, and selecting publications. Predefined keywords like “live commerce,” “live-stream shopping,” “consumer purchase intention,” and “China” produced a large number of possibly pertinent research in the first search. Results: This study has delved into the profound effects of live commerce on consumer purchase intention, with a specific focus on the dynamic Chinese market. This study has identified four primary outcomes that support the revolutionary potential of live commerce: increased product engagement, significant social influences, dynamic pricing tactics, and the establishment of trust and credibility. Conclusions: Finally, the study provides live commerce practitioners with valuable insights, advising them on maximizing these impacts to increase consumer buy intention. In summary, this study offers helpful information to companies and marketers who want to take advantage of live commerce as a powerful tool for connecting with Chinese customers and increasing sales.

목차

1. Introduction

2. Literature Review

3. Study Design

4. Results

5. Discussions

6. Limitation of the Research

References

키워드

Live Commerce ‘Place’ within (4p) Marketing Plan Distribution Strategy PRISMA Statement