Factors effecting of the consumer purchase intention by livestream shopping in China

Abstract

As new e-commerce and O2O model, local service live streaming has great potential. This study aims to research the relationships among live streamer, consumers, product, platform(i.e. ability, interaction, comment, promotion, trust and popularity), and consumer purchase intention. It also investigates the moderating role of consumer perceived value(i.e. perceived risk, perceived usefulness and perceived social value). Data collected from a sample of 522 participants are used to examine the research model and test the hypotheses with structural equation model. The results suggest that interaction and ability have direct positive effects on purchase intention, and consumer perceived risk, perceived usefulness and perceived social value has significant moderating effect between factors and intention. This study extends existing theoretical research on live-stream shopping and provides some managerial implications for local service live streaming.