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KCI등재 학술저널

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

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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.

Ⅰ. Introduction

Ⅱ. Literature Review

Ⅲ. Research Hypothesis and Method

Ⅳ. Result

Ⅴ. Conclusion

Reference