Determinants of Purchase Intention among Live Streaming Shoppers: The Roles of Technology Readiness, Social Presence, and Perceived Value. Issue 3 (3rd July 2022)

• Record Type: Journal Article
• Authors: Chao, Pei-Ju; Cheng, Yu-Huei; Li, Chi-Hua; Hsieh, Ming-Chia
• Is Part Of: Journal of Asia-Pacific business. Volume 23:Issue 3(2022)
• Page Start: 187
• Page End: 205
• Publication Date: 2022-07-03
• Subjects: Live streaming -- technology readiness -- social presence -- online social networking services -- purchase intention; Industrial management -- Asia -- Periodicals; Industrial management -- Pacific Area -- Periodicals; Business -- Periodicals; Asia -- Commerce -- Periodicals; Pacific Area -- Commerce -- Periodicals; 330.95
• DOI: 10.1080/10599231.2022.2103753
• Languages: English
• ISSNs: 1059-9231

Abstract

ABSTRACT: The potential for business opportunities live streaming services has attracted attention from individuals and businesses. Limited studies have explored the factors associated with the purchase intention of shoppers in live-streaming contexts. The purpose of this study was to examine whether social media technology readiness, perceived value, and social presence influence shoppers' purchase intention in live-streaming contexts. The results indicated that social media technology readiness and perceived value had a significant and positive effect on purchase intention. A thorough discussion and future research suggestions are provided to obtain a better understanding of the behavioral intention of shoppers in live-streaming contexts.