A Study on the Effects of Perceived Value of Live Commerce and Presence on Customer Satisfaction and Purchase Intention

초록

In an era where the boundaries between reality and the virtual world collapse, a new form of distribution industry is evolving. Companies have adapted their distribution structures in line with the trends of the time. The advancement in information technology has enabled smartphones to resolve almost everything, facilitating consumers to watch video content like YouTube and live streaming anywhere and engage in shopping. This shift has led to the rise of live commerce, a convergence of real-time interaction and commerce. The growth rate of this sector is remarkable. The objective of this study is to investigate how the perceived value and sense of presence in live commerce influence purchase intentions through customer satisfaction in online shopping. The analysis revealed several significant findings. First, within perceived value in live commerce, hedonic value and the sense of presence significantly affect customer satisfaction, while utilitarian value does not. Second, perceived value and the sense of presence significantly influence purchase intentions. Third, customer satisfaction significantly impacts purchase intentions. Fourth, customer satisfaction positively mediates the relationship between perceived value, sense of presence, and purchase intentions. This research provides valuable insights for companies seeking to maximize profits by creating distinctive customer value through the establishment of optimized environments and services for live commerce users. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.

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