Factors Affecting Customers' Purchase Intentions in Live Streaming Shopping

Ching-Ying Yu ； Re-An Lo

《Journal of Management & Decision Sciences》 3卷2期 (2020/12) Pp. 1-12

https://doi.org/10.6885/JMDS.202012_3(2).0001

摘要

Live streaming refers to the broadcasting live video in real-time to an audience over the internet. Live streaming offers businesses a more authentic and effective way to engage with customers and build their brands. There has been an increasing demand for this real-time interaction from customers, promoting the remarkable growth of live streaming shopping in recent years. This study aims to explore the factors that can affect customers' purchase intentions in live streaming shopping. With this purpose, we proposed six key factors: product quality, price, customer service, trust, company's reputation, and sales promotion. Different methods were employed including conducting qualitative focus group and questionnaire to examine the relationships of the studied factors with the purchase intention in live streaming shopping context. The research reveals that these six factors can have influence on customers' willingness to purchase via live streaming. In addition, the perceived risks such as security and privacy concern, product performance, and potential loss of time are found to have negative effect on the intention of buying, meanwhile, customers' trust built from reading online reviews and a good streamer is proven to have reducing effect on these perceived risks. The practical implications of the findings and future research directions are also discussed.

關鍵字

Live Streaming ； Live Streaming Shopping ； Purchase Intention