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Mechanisms of Consumer Purchase Intent Formation in the Context of Live Streaming E-commerce
- 1 Beijing University of Posts and Telecommunications
* Author to whom correspondence should be addressed.
Abstract
This paper investigates the factors influencing purchase intent in the context of live streaming e-commerce and the variations in their impact among consumers with different levels of digital literacy. By constructing a purchase intent model for live streaming e-commerce, we collected 248 valid survey responses through a questionnaire survey. We employed a structural equation modeling approach to verify the influence of five dimensions of perceived value on purchase intent in live streaming e-commerce and the moderating effect of digital literacy. The results indicate that consumers' perceived value significantly affects their purchase intent through their attitudes toward live streaming e-commerce. The order of the impact of perceived value dimensions on consumer attitudes is as follows: entertainment, supply chain perception, functionality, economy, and host characteristics. Notably, as consumers' digital literacy increases, they tend to focus more on the supply chain perception factor.
Keywords
live streaming e-commerce, purchase intent, perceived value, digital literacy
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Cite this article
Guo,S. (2023). Mechanisms of Consumer Purchase Intent Formation in the Context of Live Streaming E-commerce. Journal of Applied Economics and Policy Studies,1,37-48.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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