Qing Chenglin, Jin Shanyue
Department of Business Administration, Honam University, Gwangju, South Korea.
College of Business, Gachon University, Seongnam, South Korea.
Front Psychol. 2022 Jun 27;13:938726. doi: 10.3389/fpsyg.2022.938726. eCollection 2022.
The live streaming e-commerce market continues to grow with the rapid increase in contactless communication due to COVID-19. Live streaming e-commerce goes beyond the confines of traditional e-commerce of simply selling goods or services. It supplies information and allows synchronous information exchange between the online viewer (consumer) and the Internet celebrity, who influences the consumers information behavior and ultimately contributes to the long-term profit generation of the company. From online commerce to new retail and live streaming, China has been at the forefront of innovation in online commerce worldwide. Therefore, this study focuses on investigating the influences of live streaming e-commerce quality, such as service quality (SEQ), information quality (IQ), and system quality (SQ), on consumer purchase intention in China by applying the extended model of technology acceptance. Furthermore, this study analyzes the paths through which the live streaming e-commerce quality affects the consumer purchase intention, based on paths of perceived usefulness (PU), perceived ease of use (PEU), perceived trust (PT), and perceived value (PV). To analyze this study, the data were collected from 231 customers who had used live streaming e-commerce apps in China (e.g., TikTok, Taobao, and Jingdong) and empirical analysis was applied. The results were summarized as follows: SQ is positively related to PU and PT. Similarly, IQ is positively related to PEU and PT. In addition, SEQ is also positively related to PU and PEU. Moreover, SQ affected the PV through PU and PT significantly and ultimately influenced consumer PI. Also, the path in which SEQ affects PU, which in turn affects PV, and ultimately PI, was found. This study found out the paths of how the live streaming E-commerce quality affects the consumer purchasing intention and contributes to the research field of e-commerce and consumer behaviors. Additionally, the results of this study give useful marketing suggestions for relevant financial institutions and enterprises.
由于新冠疫情导致非接触式通信迅速增加，直播电子商务市场持续增长。直播电子商务超越了传统电子商务单纯销售商品或服务的范畴。它提供信息，并允许在线观众（消费者）与网红之间进行同步信息交流，网红会影响消费者的信息行为，并最终为公司的长期盈利做出贡献。从在线商务到新零售和直播，中国一直在全球在线商务创新方面处于前沿。因此，本研究聚焦于通过应用技术接受扩展模型，调查直播电子商务质量，如服务质量（SEQ）、信息质量（IQ）和系统质量（SQ），对中国消费者购买意愿的影响。此外，本研究基于感知有用性（PU）、感知易用性（PEU）、感知信任（PT）和感知价值（PV）的路径，分析了直播电子商务质量影响消费者购买意愿的途径。为了分析本研究，数据收集自231名在中国使用过直播电子商务应用程序（如抖音、淘宝和京东）的客户，并进行了实证分析。结果总结如下：SQ与PU和PT呈正相关。同样，IQ与PEU和PT呈正相关。此外，SEQ也与PU和PEU呈正相关。而且，SQ通过PU和PT对PV产生显著影响，并最终影响消费者的PI。同时，还发现了SEQ影响PU，进而影响PV，最终影响PI的路径。本研究找出了直播电子商务质量影响消费者购买意愿的路径，为电子商务和消费者行为的研究领域做出了贡献。此外，本研究结果为相关金融机构和企业提供了有用的营销建议。
