Effect of E-commerce Live Streaming on Customer’s Purchase Intention : Focusing on the Mediating Role of Value Co-creation

The new online shopping combines live broadcasts with e-commerce activities. This study uses the value co-creation theory to establish a research framework and explore the value co-creation behavior of customers. In addition, combined with the three characteristics of e-commerce live streaming, two intermediary variables, emotional and functional value, are used to explore consumers' purchase intention. Data were collected from 205 Chinese participants through a questionnaire survey and analyzed using structural equation modelling. The findings illustrate that three characteristics of e-commerce live streaming positively impact emotional value. Emotional value would mediate the correlation between e-commerce live-streaming characteristics and customer purchase intention. However, only convenience and usefulness positively impact functional value. Functional value would mediate the relationship between the characteristics of e-commerce live streaming and purchase intention. This study highlights how effective value co-creation between streamers and customers contributes to the sustainable success of e-commerce live streaming.