Abstract ▼ AI-Helper

The purpose of this research is to investigate the influence of e-commerce live streaming characteristics on consumer purchase intention, primarily predicated on service-dominant logic (SDL). In addition, value co-creation as a mediator is tested to examine the relationship between e-commerce live s...

The purpose of this research is to investigate the influence of e-commerce live streaming characteristics on consumer purchase intention, primarily predicated on service-dominant logic (SDL). In addition, value co-creation as a mediator is tested to examine the relationship between e-commerce live streaming characteristics on consumers’ purchase intention, by using the Chinese e-commerce live streaming platform as an example. This article uses a method of a questionnaire survey to collect data, creates a Chinese questionnaire on the "WenJuanxing" website, and uploads it to WeChat. And collected an online questionnaire survey of 205 participants from different regions of China. Using the structural equation model in the Amos 21.0 program, the results of the hypotheses tested are summarized below. The findings illustrate that interactivity, convenience, and usefulness as three ways of characteristics of e-commerce live streaming have a positive influence on customer emotional value. And emotional value would mediate the relevance between the characteristics of e-commerce live streaming and customers’ purchase intention. But the findings also show that only convenience and usefulness two characteristics of e-commerce live streaming will positively influence customers’ functional value. And functional value would mediate the relationship between the characteristics of e-commerce live streaming and customers’ purchase intention. As a result, more value co-creation between the suppliers and customers would be created to achieve a higher quantity of e-commerce live streaming, thereby obtaining a sustainable image.

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