Abstract
This study aims to understand the factors influencing the intention to purchase travel products in live commerce, a rapidly emerging form of contactless online consumption. Specifically, this study examined how live commerce characteristics (i.e., real-time interactivity, playfulness, show host awareness, shopping convenience, price value, and presence), Technology Acceptance Model components (i.e., social influence and facilitating conditions), and flow lead to purchase intention. A total of 290 valid responses were collected via an online survey, targeting individuals who have watched live commerce for travel products. Results revealed that real-time interactivity, playfulness, and presence significantly impacted perceived usefulness, whereas show host awareness, shopping convenience, and price value did not. Furthermore, flow was significantly affected by real-time interactivity, playfulness, shopping convenience, price value, and presence but show host awareness had no impact. Perceived usefulness, flow, social influence, and facilitating conditions all significantly influenced purchase intention. Additionally, a significant moderating effect of gender was observed on the relationship between flow and purchase intention. The study offers several theoretical and practical implications for enhancing understanding and promoting travel products through live commerce.
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