라이브 커머스에서 사용자 복합적 구매의도의 영향요인에 관한 연구 - 중국 도우인 라이브의 사용자를 중심으로 -

Abstract

This study aims to provide theoretical references for operators and designers of live commerce platforms to improve the quality of service in a more targeted way and increase the conversion rate of goods on live commerce. Therefore, based on the Long Tail Effect Theory, Situational Theory, Perceived Value Theory and Key Opinion Leader Theory. This paper takes Douyin (抖音) live commerce as the research object and constructs a conceptual model to study Chinese users’ purchase intention on Douyin live commerce. The data were collected by questionnaire survey method and analyzed by statistical analysis software SPSS and Amos, proving the validity of the research hypothesis and model.<BR> The research results and contents are as follows: the search cost, platform service, purchase context, perceived benefit, key opinion leader have shown a positive impact on the users’ purchase intention, while the perceived risk has harmed the user’s purchase intention.<BR> The results demonstrate Douyin should establish a set of training and incentive mechanisms for medium and long-tail hosts to improve their business level and enthusiasm. Second, hosts need to improve their professional ability to help consumers choose the most suitable and cost-effective products. Third, Douyin should improve the basic system of e-commerce to ensure the quality of goods and user experience to enhance the reputation of Douyin live commerce.