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http://dx.doi.org/10.9728/dcs.2018.19.4.649

Factors Influencing Product Purchase Intention in Taobao Live Streaming Shopping  

Wang, Zhaoxing (Interdisciplinary Program of E-commerce, Graduate School of Chonam National University)
Lee, Sang-Joon (School of Business Administration, Chonnam National University)
Lee, Kyeong-Rak (School of Business Administration, Chonnam National University)
Publication Information
Journal of Digital Contents Society / v.19, no.4, 2018 , pp. 649-659 More about this Journal
Abstract
We studied on factors influencing product purchase intention in Taobao live streaming shopping by adopting the Elaboration Likelihood Model (ELM). We used the survey method to collect the data and examine the hypotheses. The results are as follows. Source attractiveness has stronger effect on attitude toward product in the condition of hedonic product than in the condition of utilitarian product. Argument Quality has stronger effect on attitude toward product in the condition of utilitarian product than in the condition of hedonic product. In additional analysis, in the condition of the hedonic product, both of the source attractiveness and the argument quality have a positive effect on the attitude toward product. While argument quality has a positive effect on attitude toward product, but the attractiveness has no significant effect on the attitude toward product in the condition of utilitarian product. Finally, attitude toward product has a positive effect on product purchase intention.
Keywords
Perceived Popularity; Interactivity; Source Attractiveness; Argument Quality; Elaboration Likelihood Model;
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