The Influence of Characteristics of Mobile Live Commerce on Purchase Intention

Mobile live commerce is emerging as a new distribution channel as connectivity and information sharing become easier due to the increase in the use of SNS and mobile phones. Nevertheless, there is a lack of research in this field, and it is meaningful to look at how this new technology-based commerc...

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Bibliographic Details
Published in:Sustainability 2023-04, Vol.15 (7), p.5757
Main Authors: Lee, Chae Hyun, Lee, Han Na, Choi, Jeong Il
Format: Article
Language:English
Subjects:
Access to information
Analysis
Attraction
Cell phones
Cellular telephones
Commerce
Consumer behavior
Consumer preferences
Consumers
Consumption
Coronaviruses
COVID-19
Distribution channels
Electronic commerce
Forecasts and trends
Influence
Information sources
Information systems
Information technology
Internet
Mathematical models
Mobile commerce
Multivariate statistical analysis
New technology
Purchasing
Shopping
Smartphones
Social networks
Success
Sustainability
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Summary:Mobile live commerce is emerging as a new distribution channel as connectivity and information sharing become easier due to the increase in the use of SNS and mobile phones. Nevertheless, there is a lack of research in this field, and it is meaningful to look at how this new technology-based commerce leads to purchase intention in terms of the value of shopping perceived by consumers. This study aims to (1) analyze the characteristic factors of mobile live commerce, which is rapidly emerging due to brisk changes in the distribution industry in the non-contact era; and (2) verify the relationship between shopping value and purchase intention. We analyzed 283 surveys using partial least squares structural equation modeling (PLS-SM) with statistical product and service solutions (SPSS) and R-programming. We inferred that convenience, ubiquity, social presence, attractiveness, and vividness were the characteristics of mobile live commerce that had a positive effect on the pleasure value, and that social presence, attractiveness, vividness, professionalism, information quality, and compatibility had positive effects on the perceived value. The hedonic value also had a positive effect on the perceived value, and both pleasure and perceived values had strong positive effects on the purchase intention. However, the professionalism of the sources did not affect the hedonic value, and the convenience and ubiquity did not affect the perceived value.
ISSN:2071-1050
2071-1050
DOI:10.3390/su15075757