The Influence of Seller Reputation and Trust in Streamers on Live Stream Shopping Purchase Intention: The Moderation Effect of Country Image

The Influence of Seller Reputation and Trust in Streamers on Live Stream Shopping Purchase Intention: The Moderation Effect of Country Image

Purpose - Live streaming e-commerce continues to increase Chinese consumer enthusiasm for purchasing foreign products. The current research focus in the field of live streaming e-commerce is on exploring the impact of various factors on consumer purchase attitudes and intentions. This study aims to investigate the effects of seller reputation in traditional e-commerce and trust in streamers in live streaming e-commerce on consumer purchase intentions. Additionally, it aims to analyze how the country image of Korea moderates the effects of seller reputation and trust in streamers on purchase intentions. Design/Methodology/Approach - This study used the SmartPLS statistical software package to analyze a sample of 341 respondents. Structural Equation Modeling (SEM) was used to conduct path analysis and moderation effect analysis Findings - This study found that in live streaming e-commerce, seller reputation and trust in streamer significantly influence consumer purchase attitudes. Country image plays a moderating role in the relationship between seller reputation and attitude. However, country image does not moderate the relationship between trust in streamer and attitude. These findings contribute to our understanding of the factors that shape consumer attitudes, and illuminate the role of the country image as a moderator in e-commerce. Research Implications - This study has found that product country image plays a moderating role in the relationship between seller reputation and consumer purchase attitudes. It makes a theoretical contribution to existing e-commerce research, and explores the positive impact of product country image in cross-border e-commerce.