ScholarWorks@경상국립대학교

초록

Purpose: This study investigated the relationship between product characteristics and customer purchase intention in live streaming commerce. Research design, data and methodology: Si x independent factors namely, scarcity, customization, discount, experimentalism, novelty, and informativeness were identified to analyze their effects on customer purchase intenti on in live streaming commerce. The perceived value was accepted as a mediato r 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 pe rceived value plays an important mediating role in live streaming commerce . Therefore, when developing a sales strategy i n 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 wit h product characteristics and confirmed the mediating roles of perceived value in liv e 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 l ive streaming commerce

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