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 Zhou; 옥경영
- 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
- Pages
- 16
- 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.
- Files in This Item
-
Go to Link
- Appears in
Collections - 사회과학대학 > 소비자경제학과 > 1. Journal Articles
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.