The Effects of the New Culture Live Commerce on Purchase Intention: Focusing on the Moderating Effects of Impulsive Buying

With the development of media and the influence of the COVID-19 pandemic, live commerce, a new distribution platform, is gradually becoming popular in many countries. Live commerce is an online platform that sells products through real-time video streaming and gets popular as the contactless economy emerges. As the use of live commerce in Korea continues to rise as a key distribution channel, we investigate the characteristics of live commerce. We have the model that identifies the relationship between purchase intention and characteristics of the platform and the show host. The results show a significant effect on both characteristics. The mediating effect of social presence between these relationships is positive. Also, impulsive buying as a moderating effect is statistically significant only in the platform's entertainment perspective. Live commerce-related sellers and platform founders should utilize all the characteristics of live commerce to increase consumer purchase intention. This study sheds light on the importance of cultural contents and events of live commerce.