Factors Effecting of the Consumer Purchase Intention by Local Life Services Live Streaming

Qi Yang; Anaspree Chaiwan; Chaiwat Nimanussornkul

doi:10.54097/fbem.v9i3.9662

Authors

Qi Yang
Anaspree Chaiwan
Chaiwat Nimanussornkul

DOI:

https://doi.org/10.54097/fbem.v9i3.9662

Keywords:

Live streaming, Local life services, Consumer perceived value, Consumer purchase intention.

Abstract

As new e-commerce and local life service model, local service live streaming has great potential. This study intends to investigate the connections between live streamers, viewers, the product, the platform (i.e., ability, interaction, comment, promotion, trust and popularity) and the consumer's purchase intention. It also investigates the moderating role of consumer perceived value (i.e. perceived risk, perceived usefulness and perceived social value). Collected data from questionnaire and examined the hypotheses with structural equation model. The results suggest that interaction and ability have direct positive effects on purchase intention, and consumer perceived risk, perceived usefulness and perceived social value has significant moderating effect between factors and intention. This study gives some management implications for local service live streaming while extending the field of theoretical research on consumers purchase intention.

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