중국 라이브 스트리밍 커머스에서 행위적 의도에 대한 소비자의 가격민감도와 금전적 가치의 영향 평가 : 리뷰 평점 및 성별의 조절효과

The purpose of the study was twofold: (1) to examine the direct effects of customer price sensitivity and monetary value on behavioral intentions in the context of live streaming commerce in China; and (2) to investigate the moderated moderation effects of review rating and gender. 449 valid questionnaires were used in the final data analysis. The findings indicated that both customer price sensitivity and monetary value have significantly direct effects on behavioral intentions. Moreover, the moderating effects of review rating and gender showed different results, varying customer segments. More specifically, in case of high price sensitivity, men’s behavioral intentions increase as review ratings are more positive, while women’s behavioral intentions increases as review ratings are more positive. Furthermore, when the perceived monetary value is high, women respond strongly to positive review ratings, whereas men respond strongly to negative review ratings. In contrast, when the perceived monetary value is low, men respond strongly to positive review ratings. In the same situation, the difference between positive ratings and negative ratings in terms of behavioral intentions is marginal for women. The theoretical and practical implications of these findings were discussed.