ScholarWorks@숙명여자대학교

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.

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