Abstract
Live commerce is creating a new paradigm for e-commerce platform economy. This study aims to provide effective strategies that can be used for live commerce platform operation and management by analysing factors that influence consumer intentions to purchase. As a combination of e-commerce and live streaming, live commerce allows businesses to demonstrate products, answer customer questions, and provide personalized recommendations in a way that replicates the in-store experience. Thus, this study aims to provide effective strategies that can be used for the new e-commerce platform economy and market competition that live commerce platforms build by analysing factors that influence consumer intentions to purchase. This study was conducted using structural equation modeling (SEM) based on a survey of 237 live commerce users. The results of this study lend platform-providers a more comprehensive understanding of the functional and social factors that influence consumers’ decisions to make purchases on such platforms. The outcomes can further serve as a basis for improving platforms, providing consumers with a better consumption experience, and offering theoretical support for consumers to use related services rationally and efficiently.
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