A Study on Factors Affecting User Satisfaction and Continuance Purchase Intention in Live Commerce: Focused on Post Acceptance Model(PAM)

Yingying Lu; Jongki Kim; Jinsung Kim

doi:10.37272/JIECR.2022.04.22.2.237

A Study on Factors Affecting User Satisfaction and Continuance Purchase Intention in Live Commerce: Focused on Post Acceptance Model(PAM)

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라이브 커머스에서의 사용자 만족도 및 지속적 구매의도에 영향을 미치는 요인에 관한 연구: 후기수용모델(PAM)을 기반으로

Type: Academic journal

Author: Yingying Lu (부산대학교) Jongki Kim (부산대학교) Jinsung Kim (부산대학교)

Journal: Korea Internet Electrornic Commerce Association The Journal of Internet Electronic Commerce Resarch Vol.22 No.2 KCI Accredited Journals

Published: 2022.4

Pages: 237 - 258 (22page)

DOI: 10.37272/JIECR.2022.04.22.2.237

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A Study on Factors Affecting User Satisfaction and Continuance Purchase Intention in Live Commerce: Focused on Post Acceptance Model(PAM)

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Due to the influence of the COVID-19 outbreak, there have been major changes in the marketing and consumption environment. As traditional offline sales were forced to go online, live commerce sales surged, and the digital transformation of new e-commerce accelerated and the development of live commerce accelerated. Live commerce has led to the promotion and transformation of the new e-commerce economy with unstoppable momentum. As the marketing ideology changes from ‘product-oriented’ to ‘customer-centered’, research on user satisfaction is becoming increasingly important in crossboard live commerce. Therefore, this study aims to analyze the effects of the characteristics of the live commerce platform(interaction, entertainment, convenience) and the characteristics of live streamers(attractiveness, expertise, trustworthiness) in China on user satisfaction and continuous purchase intention based on the Post Acceptance Model. As an analysis tool, SPSS 26.0 was used for exploratory factor analysis and basic data analysis, and SmartPLS 3.0 was used for hypothesis testing for the research model. The results of this study show that all hypotheses are supported. Through the empirical results of this study, the factors influencing consumers’ use of live commerce can be identified. Furthermore, it is possible to grasp the satisfaction and continuous purchase intention of consumers using live commerce. Accordingly, e-commerce companies that provide live commerce will be able to provide consumers with more convenient shopping experiences and optimization services to increase marketing efficiency and create a competitive advantage. In addition, it is suggested that companies that want to develop live commerce can use it as a reference for future strategic planning and provides basic data for future research to researchers interested in topics related to live commerce.

#Live Commerce Platform #live Streamer #Post Acceptance Model(PAM) #Customer Satisfaction #Continuous Purchase Intention

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구모형 및 연구가설
Ⅳ. 연구방법
Ⅴ. 결론
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Affiliation 부산대학교

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