Factors Influencing Purchase Intention for E-commerce Live Streaming: Orientation toward the Chinese 2030 Generation

• 발행기관: 충북대학교 생활과학연구소
• 저자명: Yan Zhou Kyungyoung Ohk
• 간행물 정보: 『생활과학연구논총』생활과학연구논총 제25권 제2호, 219~234쪽, 전체 16쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2021.08.31

영문 초록

This study seeks to understand how the characteristics of e-commerce livestreaming and its channels affect consumers’ perception of e-commerce livestreaming and purchase intentions in such an environment. Both the interactivity of e-commerce livestreaming channels and their security have a positive impact on consumers’ perceived usefulness and perceived enjoyment. Meanwhile, the credibility of e-commerce livestreaming as well as interactions in such a setting positively affects consumers’ perceived usefulness and perceived enjoyment. Moreover, both the quantity and quality of information in live e-commerce broadcasts have a positive effect only on perceived usefulness. Finally, consumers’ perceived usefulness and perceived enjoyment positively influence consumers’ shopping intentions.

목차

Ⅰ. Introduction

Ⅱ. Literature Review

Ⅲ. Research Hypothesis and Method

Ⅳ. Result

Ⅴ. Conclusion

Reference

키워드

E-Commerce Live Streaming Interactivity Security Information Usefulness and Enjoyment