| Summary: | 碩士 === 國立高雄科技大學 === 資訊管理系 === 107 === In recent years, the emergence of live streaming environment has developed into online shopping for consumers without going out to live shopping interactively through video channels. Many businesses want to promote their own products through live streaming. This study explores the impact of consumer shopping values on impulsive purchases and purchase intentions in the live streaming environment. Based on the S-O-R (Stimulus-Organism-Response) theoretical framework, we proposed that live broadcasters, shopping features, and other audiences in the live streaming environment would affects consumers' perceived shopping values (Utilitarian, Hedonic and Social values), and in turn generates consumer impulse purchases and purchase intentions.
This study explored that influence of perceived risk, information quality, trust, vividness, flow, and instant gratification, shopping features, and parasocial interaction (PSI) with live broadcasters and other audiences on individual’s impulse buying and purchasing intention through three shopping values (hedonic, utilitarian, and social values) using questionnaire survey in the live shopping context. Questionnaires were distributed through the online social media (FB, IG, and PTT), and a total of 289 valid questionnaires were retrieved. The structural model analysis was performed using Smart PLS. The results of the study found that (1) hedonic value is the only factor influence impulsive purchase. In contract, utilitarian, hedonic and social values significantly affect purchase intention, (2) Information quality and trust stimuli significantly affect the shopping values. Vividness, flow, and instant gratification significantly affect the hedonic values. The proposed social interaction stimulating factors will affect the social values.
|
|---|
