The Future of e-Commerce: Live Stream Shopping and Purchase Intention Post-COVID-19

Q3 Computer Science

International Journal of Electronic Commerce Studies Pub Date : 2022-09-14 DOI:10.7903/ijecs.2129

A. Ma, Wenyue Liao, Zhaole Liu

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引用次数: 0

Abstract

From the perspectives of IT Affordances, this paper attempts to explore the influence of the characteristics of live streaming on purchase intention, and to consider the elements required for live streaming service and customers' perceptions thereof in post-COVID-19. Through empirical research, this study establishes a framework emphasizing the major factors promoting customer immersion and the moderating effect of situational involvement that contributes to customer purchase intention in a live stream commerce context. The research model was tested using structural equation model analysis. Based on 428 valid responses, we identify that the quality of live streaming has a direct significant effect on customers' purchase intention. Specifically, relationship between platform stability, customer relationship, anchors' professional knowledge, and purchase intention is significant positive from the Affordance perspectives. The results emphasize the importance of platform stability which allows real-time communication, in-depth interaction, and real scenes for the benefits of sellers using such internet platforms. © 2022 Authors. All rights reserved.

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电子商务的未来：COVID-19后的直播购物和购买意向

本文试图从IT付费的角度探讨直播的特点对购买意愿的影响，并考虑新冠肺炎疫情后直播服务所需的要素和客户对其的认知。通过实证研究，本研究建立了一个框架，强调在直播商业环境中促进客户沉浸感的主要因素以及情境参与对客户购买意愿的调节作用。采用结构方程模型分析对研究模型进行了检验。基于428个有效回复，我们发现直播质量对客户的购买意愿有直接显著影响。具体而言，从Affordance的角度来看，平台稳定性、客户关系、主播的专业知识和购买意愿之间的关系是显著的正向关系。研究结果强调了平台稳定性的重要性，平台稳定性允许实时交流、深度互动和真实场景，从而为使用此类互联网平台的卖家带来好处。©2022作者。保留所有权利。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Electronic Commerce Studies Computer Science-Computer Science Applications

CiteScore

1.40

自引率

0.00%

发文量

期刊介绍： The IJECS is a double-blind referred academic journal for all fields of Electronic Commerce. To serve as an international platform, the IJECS encourages manuscript submissions from authors all around the world. As a multi-discipline journal, The IJECS welcome both technology oriented and business oriented electronic commerce research articles. The purpose of the International Journal of Electronic Commerce Studies is to promote electronic commerce research and provide worldwide scholars a place to publish their innovative work in electronic commerce. To be published in the journal, the manuscript must make strong empirical, theoretical, or practical contributions and highlight the significance of the contributions to the electronic commerce field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks for electronic commerce theory, electronic commerce system development, and electronic commerce practice. The journal is not tied to any particular national context; the geographic distribution of authors publishing in the journal came from countries around the world. Articles introducing cases of innovative applications in electronic commerce around the world are also published in the journal. The journal provides scholars opportunities to realize the electronic commerce research and development around the world. Articles in the International Journal of Electronic Commerce Studies will include, but are not limited to the following areas.