Mechanisms of Consumer Purchase Intent Formation in the Context of Live Streaming E-commerce

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.