Understanding the Chinese Consumers' Live Streaming Shopping Motivation about Dongdaemoon Design Products

Live streaming shopping in China is becoming prevalent, and its rapid growth renders it an attractive scientific research subject. Distinct from recent research which focused on understanding the live streaming adoption, this study aims to determine the relationship among shopping motivation, attitude, and intention to the purchase of design products from Dongdaemoon live streaming. A total of 633 Chinese respondents from online survey (www.sojump.com) were collected from July 15 to 25, 2020. All the data were conducted for statistical analysis through SPSS 22.0 and AMOS 22.0. Results show that shopping motivation has a positive effect on attitude toward and intention to purchase. In particular, intellectual shopping motivation plays an more important role than the emotional one. In addition, risk perception has a negative moderation effect between attitude toward and intention to purchase. This paper contributes to theoretical and practical understandings about the relative factors of Dongdaemoon live streaming shopping and potential risk-reduction mechanisms for future considerations.