Effects of Internet Live Broadcasting Characteristics and Service Quality on Purchase Intention: Focused on Taiwan Online Shopping Market
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This study aimed to examine how the characteristics and service quality of internet live streaming influence consumers’ perceived benefits, satisfaction, and purchase intention. Specifically, the research investigated the mediating and moderating effects of consumer attitudes within these relationships. An online survey was conducted among 450 respondents who had previously purchased products through internet live-streaming platforms. The collected data were analyzed using the SPSS statistical package and the PROCESS macro to test the proposed hypotheses. The results revealed that both live-streaming characteristics and service quality positively influenced perceived benefits and consumer satisfaction. Moreover, perceived benefits and satisfaction significantly affected purchase intention. In addition, consumers’ shopping attitudes were examined as a potential moderating factor but were found to have no significant moderating effect. Theoretical and managerial implications are discussed in the concluding section.
Abstract
This study aimed to examine how the characteristics and service quality of internet live streaming influence consumers’ perceived benefits, satisfaction, and purchase intention. Specifically, the research investigated the mediating and moderating effects of consumer attitudes within these relationships. An online survey was conducted among 450 respondents who had previously purchased products through internet live-streaming platforms. The collected data were analyzed using the SPSS statistical package and the PROCESS macro to test the proposed hypotheses. The results revealed that both live-streaming characteristics and service quality positively influenced perceived benefits and consumer satisfaction. Moreover, perceived benefits and satisfaction significantly affected purchase intention. In addition, consumers’ shopping attitudes were examined as a potential moderating factor but were found to have no significant moderating effect. Theoretical and managerial implications are discussed in the concluding section.