What Drives Consumer Purchasing Intention in Live Streaming E-Commerce?

Abstract

The live streaming e-commerce market continues to grow with the rapid increase in contactless communication due to COVID-19. Live streaming e-commerce goes beyond the confines of traditional e-commerce of simply selling goods or services. It supplies information and allows synchronous information exchange between the online viewer (consumer) and the Internet celebrity, who influences the consumers information behavior and ultimately contributes to the long-term profit generation of the company. From online commerce to new retail and live streaming, China has been at the forefront of innovation in online commerce worldwide. Therefore, this study focuses on investigating the influences of live streaming e-commerce quality, such as service quality (SEQ), information quality (IQ), and system quality (SQ), on consumer purchase intention in China by applying the extended model of technology acceptance. Furthermore, this study analyzes the paths through which the live streaming e-commerce quality affects the consumer purchase intention, based on paths of perceived usefulness (PU), perceived ease of use (PEU), perceived trust (PT), and perceived value (PV). To analyze this study, the data were collected from 231 customers who had used live streaming e-commerce apps in China (e.g., TikTok, Taobao, and Jingdong) and empirical analysis was applied. The results were summarized as follows: SQ is positively related to PU and PT. Similarly, IQ is positively related to PEU and PT. In addition, SEQ is also positively related to PU and PEU. Moreover, SQ affected the PV through PU and PT significantly and ultimately influenced consumer PI. Also, the path in which SEQ affects PU, which in turn affects PV, and ultimately PI, was found. This study found out the paths of how the live streaming E-commerce quality affects the consumer purchasing intention and contributes to the research field of e-commerce and consumer behaviors. Additionally, the results of this study give useful marketing suggestions for relevant financial institutions and enterprises.

A Semiotic Analysis of the Hosts’ Appearance and Product Displays in Live Shopping

“…They suggest that user satisfaction is influenced by system quality, information quality, and service quality [35]. In marketing research, this framework has been widely adopted to investigate user intentions [36], purchase decisions [13], and consumer satisfaction [37]. Information quality is the audience's perception of the total quality of the host's content [37].…”

The effects of social media live streaming commerce on Vietnamese Generation Z consumers’ purchase intention

“…The purchase intention is positively influenced by various factors, such as the entertainment value of the live stream , the quality of the product information provided (Leong et al, 2022), the degree of interactivity between streamers and audiences , evaluations and recommendations from other customers (Cialdini et al, 1990), and personal attributes of streamers (Liao et al, 2023). On the other hand, the purchase intention is adversely influenced by the perceived risk associated with online shopping (Qing & Jin, 2022).…”

“…Previous studies on social media live streaming commerce have concentrated on a limited set of factors influencing customer purchase intention, such as streamer characteristics (Xu et al, 2022), content quality (Qing & Jin, 2022), and platform features (Chen et al, 2022a). However, these factors may not comprehensively capture the intricate and diverse nature of social media live streaming commerce.…”

Research on the Development Prospect of E-commerce Live Broadcast Based on SWOT Analysis

“…According to Data from Wind, the cost of user acquisition on various platforms in China in 2019 was 15 yuan for Kuaishou, 20 yuan for Douyin, 284 yuan for Pinduoduo, 420 yuan for Alibaba and 508 yuan for JD.com. In particular, it should be pointed out that the users of short video platforms stay for a long time and continue to rise, and they are more likely to form efficient social relations with interested Kols and others and are willing to watch the cost-effective and high-quality products brought by anchors or recommended by short videos [7]. Thirdly, the practicability of live broadcast can stimulate the audience's transaction tendency and help form the psychological contract of transaction.…”