直播购物者购买意愿的决定因素：技术成熟度、社交存在度和感知价值的作用

Q3 Business, Management and Accounting

Journal of Asia-Pacific Business Pub Date : 2022-07-03 DOI:10.1080/10599231.2022.2103753

Pei-Ju Chao, Yu-Huei Cheng, Chi-Hua Li, M. Hsieh

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引用次数: 4

摘要

摘要直播服务的商机潜力已经引起了个人和企业的关注。有限的研究探讨了直播环境中与购物者购买意愿相关的因素。本研究的目的是检验社交媒体技术的准备程度、感知价值和社交存在是否会影响购物者在直播环境中的购买意愿。研究结果表明，社交媒体技术准备度和感知价值对购买意愿有显著的正向影响。为了更好地了解直播环境中购物者的行为意图，我们进行了深入的讨论并提出了未来的研究建议。

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Determinants of Purchase Intention among Live Streaming Shoppers: The Roles of Technology Readiness, Social Presence, and Perceived Value

ABSTRACT The potential for business opportunities live streaming services has attracted attention from individuals and businesses. Limited studies have explored the factors associated with the purchase intention of shoppers in live-streaming contexts. The purpose of this study was to examine whether social media technology readiness, perceived value, and social presence influence shoppers’ purchase intention in live-streaming contexts. The results indicated that social media technology readiness and perceived value had a significant and positive effect on purchase intention. A thorough discussion and future research suggestions are provided to obtain a better understanding of the behavioral intention of shoppers in live-streaming contexts.

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来源期刊

Journal of Asia-Pacific Business Business, Management and Accounting-Business and International Management

CiteScore

2.50

自引率

0.00%

发文量

期刊介绍： Present circumstances underscore the need to improve the understanding of conducting business with and within the Asia-Pacific countries. The Journal of Asia-Pacific Business™ provides a blend of cutting-edge knowledge and practical applications on business management and marketing strategy. In the Journal of Asia-Pacific Business™, you will find articles and feature sections that provide a pragmatic view of the business environment in this dynamic region. This essential resource offers readers a good blend of descriptive, conceptual, and theoretical articles dealing with current topics.