A Study on The Impact of Self-Gifting Factors on Purchase Intention And Satisfaction of Chinese Live Commerce Consumers

다국어 초록 (Multilingual Abstract)

Purpose: The interactivity, visualization, entertainment, and expertise of e-live streaming Inspires consumers’ buying behavior However, there are currently relatively few studies on live streaming commerce. There are studies on consumer motivation, but studies on self-gifts are insufficient. Self-gifts are one of the essential internal motivations for consumers to shop in live e-commerce. Therefore, in this study, the effect of self-assertion factors on the purchase intention of e-live consumers is investigated. It will be a very meaningful study.
Research design, data, and methodology: This study used Smart-PLS 3.3.3 software to analyze the data and to test the proposed research hypotheses.
The maximum number of model samples should be at least 5-10 times the number of paths. In the present study, the sample size was 758, and the maximum number of paths was 9, which meets the recommended criteria and makes it suitable for PLS analysis. This study examined the measurement model’s reliability, convergent validity, and discriminant validity.
Results: This study can be proposed for retailers who need live e-commerce platforms, live e-commerce anchors, and live e-commerce platforms. From the data analysis results, it was found that live e-commerce service quality has a significant positive effect on self-gift, and self-gift has a significant positive effect on positive emotions, satisfaction, and purchase intention.
Implications: This study examined the relationship between live e-commerce service quality, self-gift, positive emotion, satisfaction, and purchase intention.
The study found that (1) the three constructs of live e-commerce service quality positively affect self-gifting. (2) Self-gifting positively affects positive emotion, satisfaction, and purchase intention. (3) Positive emotions positively affect satisfaction and purchase intention (4) Satisfaction positively affects purchase intention. Regarding the model structure, this study was insufficient to focus on the lifestyle and platform category of consumers, and these variables may be considered in the future.