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A Study on the Effects of Perceived Characteristics of Live Commerce Platform on Intention to Continuous Use: Mediating Effect of Customer Trust and Customer Satisfaction

Mira Han,Jeongmyeong Lee,D. Jo

Published 2023 in Asia-pacific Journal of Convergent Research Interchange

ABSTRACT

: Smartphones, which have become daily necessities, have expanded people's lives online. With a smartphone, you can activate live commerce that sells products while communicating with viewers anywhere. Due to these changes, various online and offline platform companies are providing live commerce services and leading the growth. Accordingly, in order to demonstrate the impact of the perceived characteristics of the live commerce platform on continuous use intention, this study conducted a survey of customers with experience in using the live commerce platform and analyzed using the SPSS 22.0 statistical program. First, the research results showed that the perceived characteristics of the live commerce platform have a positive effect on customer trust. Second, it was found that the perceived characteristics of the live commerce platform partially had a positive effect on customer satisfaction. Third, customer trust was found to have a positive effect on customer satisfaction. Fourth, customer trust and customer satisfaction were found to have a positive effect on the intention to continue using. Fifth, among the perceived characteristics of the live commerce platform, expertise was found to partially mediate customer trust, and content quality and reality were found to have a significant effect by completely mediating customer trust. Finally, it was found that content quality and realism had a significant effect through partial mediation of customer satisfaction. Through this study, we would like to provide basic data for the successful introduction and expansion of live commerce services that are expected to grow rapidly.

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