The Journal of Economics, Marketing and Management (융합경영연구)

International Convergence Management Association (국제융합경영학회)
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Product Characteristics and Customer Purchase Intention in Live-Streaming Commerce

  • An-Peng YU (Department of Management Information Systems, Gyeongsang National University) ;
  • Jae-Hyeon KIM (Manager of Contents Financing Support Group, Korea Creative Content Agency) ;
  • Sung Eui CHO (Department of Management Information Systems, Gyeongsang National University)
  • Received : 2023.05.29
  • Accepted : 2023.07.31
  • Published : 2023.08.31
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Abstract

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.

Keywords

Acknowledgement

The third author acknowledges that this research was partially supported by a 2023 research scholarship by the Research Scholarship Foundation established by the CEO program at the Graduate School of Business Administration, Gyeongsang National University.

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