Abstract
This study focuses on UX(User eXperience) Value formation in live commerce platforms, combining online shopping and live streaming for real-time product showcases and interactive experiences. Through literature analysis and interviews, the research confirms that live commerce leads new online consumption trends, significantly impacting consumer culture. Moreover, users' personal values play a crucial role in their experience with the platform. Live commerce offers tailored services, reflecting user preferences, and enhances consumer satisfaction, providing companies with new business opportunities and competitive advantages. Consequently, this research emphasizes the platform's pivotal role in shaping modern online consumption trends and enabling businesses to better meet user demands and secure a competitive edge.
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