| Abstrakt: |
The growth of online e-commerce platforms has changed consumers' habits and brought many advances. This change in shopping type became an opportunity for consumers to change their shopping methods from offline to online. Live commerce is a combination of live streaming and e-commerce. It is developing rapidly in many countries around the world. Due to the influence of COVID-19, the consumption propensity has also changed to non-face-to-face consumption. Due to these changes in consumption patterns, various companies have started live commerce using online e-commerce platforms. Live commerce provides real-time video and chat functions using influencer. In addition, two-way communication between sellers and consumers and product information sharing are possible. On Live Commerce, consumers can purchase products right away while watching the broadcast. The purpose of this study is to empirically verify how live commerce characteristics and influencer characteristics affect hedonic and practical values. To verify the positive impact on consumers' purchase intentions, analysis and modeling were performed using SPSS 26.0 and Smart PLS 4.0. The results of the study are as follows. First, the relationship between the characteristics of live commerce and the hedonic value and practical value. Information has no effect on hedonic value and utilitarian value, and economy has no effect on hedonic value, while all others have meaningful effects. Second, the relationship between influencer's characteristics and the hedonic value and practical value. The survey shows that professionalism has no effect on pleasure value, and all others have a significant effect. Third, the effect relationship between hedonic value and utilitarian value and purchase has a significant effect. [ABSTRACT FROM AUTHOR] |
