• Journal of Korea Multimedia Society
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• v.25 no.9
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• pp.1348-1355
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• 2022

This study will be an exploratory study from the perspective of IWOM on the intention of word-of-mouth transmission. And based on 256 questionnaire survey data of E-Commerce live broadcast consumers, structural equation modeling is used to explore the paths and mechanisms of influence of consumers' perceived IWOM and perceived value on oral transmission intention in China's E-Commerce live broadcast. The results found that consumers' perceived IWOM had a positive effect on perceived usefulness and perceived entertainment, and that perceived usefulness had a positive effect on purchase intention while perceived entertainment had no direct effect on word-of-mouth transmission intention. Perceived IWOM also indirectly influences willingness to pass on word-of-mouth by affecting perceived value. Among them, the mediating effect of perceived usefulness in the path of perceived network influence on word-of-mouth transmission intention is greater than that of perceived entertainment.

• The Research Journal of the Costume Culture
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• v.29 no.5
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• pp.665-678
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• 2021

This study empirically verified the effect of the characteristics of live commerce on consumer trust and purchase intention. An online survey was conducted targeting adult women in their 20s and 30s who watched videos relating to fashion products on the NAVER shopping live channel; 281 questionnaires were analyzed using the IBM SPSS statistics 23 and AMOS 21 software packages. Consequently, the four factors of interactivity, attractiveness, price discount, and playfulness were identified from the data as characteristics of live commerce. Whereas interactivity and playfulness positively affected trust in both the seller and the product, attractiveness did nor significantly affect trust in the seller and the product. Furthermore, price discount had a significant positive effect only on trust in the seller and had no significant effect on trust in the product. In addition, trust in both the seller and the product had a significant positive effect on consumers' purchase intention; in particular, trust in the seller had a greater influence on consumers' purchase intention than trust in the product did. Research on the characteristics of live commerce can contribute to extend the theorical framework of live commerce research. Finally, fashion companies using live commerce channels will be able to develop live commerce channels that can elicit positive consumer perceptions based on the results of this study.

• Asia-Pacific Journal of Business
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• v.12 no.3
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• pp.137-154
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• 2021

Purpose - The purpose of this study is to examine the mediating effect of shopping value in the relationship between information characteristics, Wanghong characteristics, and purchase intention in live commerce. Design/methodology/approach - The study conducted survey with self-reported questionnaire. The study sampled 212 Chinese consumers who have experienced live commerce led by Wanghong. Data were analyzed using SPSS 25.0 and AMOS 26.0. The multiple regression analyses with bootstrapping were conducted to test hypotheses. Findings - The results showed that utilitarian and hedonic values mediate the relationship between information characteristics such as interactivity, usefulness, and entertainment and consumers' purchase intention in live commerce. In addition, utilitarian and hedonic values mediate the relationship between Wanghong characteristics such as credibility, attractiveness, and familiarity and consumers' purchase intentions in live commerce. Research implications or Originality - This study broadens our knowledge in live commerce research by providing empirical evidence on the mediating effects of shopping value that further explain the relationship between information characteristics, Wanghong characteristics and consumers' purchase intention.

• Journal of Korea Multimedia Society
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• v.25 no.2
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• pp.382-389
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• 2022

In China, E-commerce live broadcast has emerged as the most popular and innovative online shopping form for today's consumers, and its "real-time interactive" feature can compensate for the communication delays of general online shopping. Based on the author's previous research it has been demonstrated that, in the E-commerce live broadcast environment, Internet Word of Mouth (IWOM) has become an important reference for consumers when making purchases. In this paper, we reconstructed the "IWOM-Purchase Intentions" model and use interaction (Auchor-Audience and Audience-Audience) as a mediating variable to empirically investigate the impact of IWOM on purchase intentions in E-commerce live broadcast. The data were collected through a questionnaire survey of individuals who had experience in E-commerce live broadcast and 250 valid data were obtained and analyzed by SPSS21.0. The results show that: the interaction (Auchor-Audience) acts as a mediator between IWOM (strength of relationship; word-of-mouth quality and word-of-mouth timeliness) and purchase intention; And the interaction (Audience-Audience) acts as a mediator between word-of-mouth timeliness on purchase intention, but has no significant mediation on the impact on the strength of relationship and word-of-mouth quality to purchase intention. On this basis, recommendations are made for the implementation of IWOM marketing strategies for E-commerce live broadcast platforms and anchors.

• Proceedings of the Korean Society of Computer Information Conference
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• 2022.07a
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• pp.697-699
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• 2022

Based on the integrated analysis of the existing literature, this study combined with S-O-R model to explore the impact of e-commerce live broadcast characteristics on consumers' impulse purchase intention. Among them, interactive, entertaining, economical and visual features are selected as the features of e-commerce live broadcast; Select pleasure and arousal to measure consumer sentiment, and build a theoretical model among e-commerce live broadcast features, consumer sentiment and consumers' impulsive purchase intention to specifically explore the impact of each feature on emotion and the further impact of emotion on impulsive purchase intention.

• Journal of Fashion Business
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• v.26 no.4
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• pp.52-63
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• 2022

As live commerce, mobile sales platforms based on real-time content and text are drawing attention as a new marketing channel. In particular, the fashion industry also using live commerce as a new fashion distribution channel, requiring marketing strategies to utilize it efficiently. This study attempted to verify the effect of information source, sales promotion, and impulse buying tendency characteristics on fashion live commerce purchase intention. The experimental design of this study was 2(characteristics of information source: expertise vs attractiveness) × 2(sales promotion type: value-added vs price discount) × 2(impulse buying tendency: high vs low) three-way mixed analysis of variance(ANOVA). A convenience sampling of 264 women in their 20s and 50s living in Seoul and the Gyeonggi area who had purchased products through Live Commerce was conducted. For the final analysis, 240 questionnaires were used. Data were analyzed by the SPSS 26 program and three-way ANOVA. Simple main effects analysis was conducted. The results of this study follow. First, there were statistically significant differences in purchase intention according to consumers' impulse buying tendencies and sales promotions. Second, information source and sales promotion showed statistically significant interaction effects on purchase intention. Lastly, information source, sales promotion, and impulse buying tendency showed significant three-way interaction effects on fashion live commerce purchase intention. Therefore, conducting appropriate marketing analysis can result in positive attitudes regarding live commerce products and substantive increases in sales.

• Human Ecology Research
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• v.60 no.4
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• pp.645-665
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• 2022

This study aimed to understand the effect of the characteristics of the influencer of public officials and the characteristics of internet live broadcasting in China on the brand image of local agricultural products, purchase intention, and word-of-mouth intention. A survey was administered to Chinese consumers who had purchased local agricultural products after watching live broadcasts on the internet by influencers of government officials. A total of 317 questionnaires were collected and the data were analyzed using SPSS 26.0 and AMOS 28.0. The key results were as follows. First, regarding the characteristics of the influencer of public officials, reliability, attractiveness, and expertise had a positive effect on the brand image of local agricultural products. Second, among the characteristics of internet live broadcasting, interaction and information had a positive effect on the brand image of local agricultural products, but entertainment did not. Third, the brand image of local agricultural products had a positive effect on purchase intention and word-of-mouth intention. Finally, the mediating effect of local agricultural brand image was evident in the reliability, attractiveness, and expertise characteristics of the influencer of public officials and purchase intention and word-of-mouth intention. Finally, the mediating effect of local agricultural brand image was evident in the interaction and information characteristics of internet live broadcasting and purchase intention and word-of-mouth intention.

• The Journal of Information Systems
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• v.33 no.2
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• pp.1-25
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• 2024

Purpose Live commerce, a real-time product promotion method using portable hardware, is experiencing significant growth. This approach involves product experts or celebrities endorsing products, providing consumers with valuable information to mitigate uncertainty. This research underscores the significance of the seller's authenticity and their value similarity with consumers in live commerce. The study's first objective enhance the seller's authenticity and elucidate the mechanism that influences purchase intention. The second objective is to demonstrate the interactive effect of value similarity and the seller's authenticity on positively influencing purchase intention. Design/methodology/approach This research utilized previous studies to develop models and hypotheses, focusing on adults experienced in live commerce product purchasing. The study tested the research hypothesis using 330 samples. The study analyzed the path from seller authenticity to purchase intention via structural equation modeling (AMOS 22.0), and also explored the interaction between value similarity and seller authenticity using the Process 3.1 macro. Findings The research validates that the seller's channel activities and external perception amplify the seller's authenticity, influencing purchase intentions. It also affirms that value similarity fosters seller authenticity and interactive effects, thereby boosting purchase intentions. These findings provide insights for devising seller management strategies on live commerce platforms.

• Journal of the Korea Convergence Society
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• v.12 no.12
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• pp.197-211
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• 2021

The emergence of knowledge-sharing live streamers provides more diversified content to the live streaming platform. Analysis of the factors affecting the intention to use knowledge sharing live streaming users can allow the live streaming platform to understand better the adoption characteristics of users who follow this type of content. Help platform operators provide better services and help live streaming platforms innovate. Based on the TAM model, this research uses questionnaire surveys and structural equation models to construct a conceptual model of the influencing factors of users' intentions in the knowledge sharing live streaming and conduct an empirical analysis on the influencing factor models. The results of data analysis show that a significant influence of users' attitudes of knowledge sharing live streaming is perceived usefulness, followed by flow experience; perceived value has a positive impact on users' attitudes and intention to use, and the positive influence of users attitude significantly affect the user's intention.

• Asia-Pacific Journal of Business
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• v.13 no.3
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• pp.433-448
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• 2022

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.