전자상거래 라이브 커머스의 서비스 품질, 지각된 상품가치가 소비자 구매의도에 미치는 영향

Purpose: E-commerce Livestreaming is an important way for enterprises to attract customers. The existing research lacks in-depth exploration of the roles of E-commerce Livestreaming service quality and its impact on customer purchase intention. This study constructs a research model to explain the influence mechanism of E-commerce Livestreaming service quality on customer purchase intention. In this model, perceived value of commodity mediate the relationship between E-commerce Livestreaming service quality and customer purchase intention. Besides, the relationship between E-commerce Livestreaming and perceived value of commodity is moderated by self-consciousness. Research design, data, and methodology: An empirical analysis was conducted on viewers of E-commerce Livestreaming and 448 questionnaires were collected. Multiple linear regression method were used to conduct hypothesis testing and analysis the mediating effect of perceived value of commodity and moderating effect of self-consciousness. Results: The results shows that empathy, responsiveness, usefulness and charm of E-commerce Livestreaming significantly affect customer purchase intention and perceived value of commodity mediate the relationship between empathy, responsiveness, usefulness, charm of E-commerce Livestreaming and customer purchase intention. In addition, self-consciousness of customer has significant moderating effect on the paths of responsiveness, usefulness, charm of E-commerce Livestreaming to perceived value of commodity. Implications: According to this study, Enterprises can make full use of E-commerce Livestreaming service quality to improve perceived value of commodity, and then increase customer purchase intention. In addition, in the process of E-commerce Livestreaming service, measures should be taken to reduce the impact of customer self-consciousness.