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http://dx.doi.org/10.17703/JCCT.2022.8.6.959

Moderating Effect of Customer Involvement on the relationship of Live-commerce quality and intention to purchase  

Ahn, Tony Donghui (Dept. of business administration Tech University of Korea)
Publication Information
The Journal of the Convergence on Culture Technology / v.8, no.6, 2022 , pp. 959-969 More about this Journal
Abstract
This study aims to explore the effect of quality factors and customer involvement on users' intention to purchase in the live-commerce context. For this purpose, statistical methods such as reliability test, factor analysis, ANOVA, regression analysis were carried out using the survey data from live-commerce users. The quality factors of live-commerce were classified into contents, system, service, and show host characteristics, and customer involvement was analyzed by dividing it into product involvement and service involvement. The results showed that each quality factor of live-commerce had a significant positive effect on the intention to purchase. On the other hand, customer product involvement had a significant moderating effect on content and system quality, service involvement had a significant moderating effect on service and show host characteristics. The degree of each quality factor on intention to purchase was higher as customer involvement was higher. Theoretical and practical implications were drawn from these findings.
Keywords
Live-commerce; Intention to Purchase; Customer Involvement; Moderating Effect;
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Times Cited By KSCI : 10  (Citation Analysis)
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