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

Other Titles
Factors Influencing Purchase Intention for E-commerce Live Streaming: Orientation toward the Chinese 2030 Generation
Authors
Yan Zhou옥경영
Issue Date
Aug-2021
Publisher
충북대학교 생활과학연구소
Keywords
E-Commerce Live Streaming; Interactivity; Security; Information; Usefulness and Enjoyment
Citation
생활과학연구논총, v.25, no.2, pp.219 - 234
Journal Title
생활과학연구논총
Volume
25
Number
2
Start Page
219
End Page
234
URI
https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/146446
DOI
10.36357/johe.2021.25.2.219
ISSN
1738-544X
Abstract
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.
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사회과학대학 (소비자경제학과)
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