Asia-Pacific Journal of Business (아태비즈니스연구)

KNU The Institute of Management & Economy Research (강원대학교 경영경제연구소)
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A Study on the Effects of Chinese Live Commerce Service Quality Characteristics on Users' Continuous Use Intention

중국 라이브 커머스 서비스 품질 특성이 이용자의 지속이용의 도에 미치는 영향 연구

  • Wang, Jinyan (Department of International Trade & Business, Sangmyung University) ;
  • Lee, Seung-Bae (Department of Global Business Administration, Sangmyung University)
  • 왕금암 (상명대학교 대학원 국제통상학과) ;
  • 이승배 (상명대학교 글로벌경영학과)
  • Received : 2022.08.30
  • Accepted : 2022.09.28
  • Published : 2022.09.30
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Abstract

Purpose - The purpose of this study is to empirically analyze users' continuous use intentions using the characteristics of live commerce in China. Design/methodology/approach - Social presence, influence of information source (Wang Hong), convenience, marketability, reliability, personal innovativeness, and social influence were selected as elements that affect the perceived value of users, and an assumption that perceived value would affect continuous use intention was set. 515 samples were obtained from Chinese consumers through a Chinese online questionaire survey. IBM SPSS 26 and AMOS was used for statistical testing. Findings - First, social presence, Wang Hong, convenience, marketability, and reliability, which are the quality characteristics of live commerce services, affect the perceived value of users and user's continuous use intention. Second, the perceived value of users plays a mediating role between the quality characteristics of live commerce service and the continuous use intention. Third, personal innovativeness plays a moderating role in the effect of live commerce service quality on the perceived value of e-commerce users. Fourth, among the relative effects of the service quality characteristic variables, the relative effect of reliability is the greatest followed by that of convenience, marketability, and Wang Hong, in order of precedence, and the effect of social presence is the smallest. Research implications or Originality - South Korean government's plan to support for advancing into live commerce in China were presented as strategic implications for exporting South Korean products to China through online services including live commerce.

Keywords

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