인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록·키워드
This study aims to provide theoretical references for operators and designers of live commerce platforms to improve the quality of service in a more targeted way and increase the conversion rate of goods on live commerce. Therefore, based on the Long Tail Effect Theory, Situational Theory, Perceived Value Theory and Key Opinion Leader Theory. This paper takes Douyin (抖音) live commerce as the research object and constructs a conceptual model to study Chinese users’ purchase intention on Douyin live commerce. The data were collected by questionnaire survey method and analyzed by statistical analysis software SPSS and Amos, proving the validity of the research hypothesis and model.
The research results and contents are as follows: the search cost, platform service, purchase context, perceived benefit, key opinion leader have shown a positive impact on the users’ purchase intention, while the perceived risk has harmed the user’s purchase intention.
The results demonstrate Douyin should establish a set of training and incentive mechanisms for medium and long-tail hosts to improve their business level and enthusiasm. Second, hosts need to improve their professional ability to help consumers choose the most suitable and cost-effective products. Third, Douyin should improve the basic system of e-commerce to ensure the quality of goods and user experience to enhance the reputation of Douyin live commerce.
The research results and contents are as follows: the search cost, platform service, purchase context, perceived benefit, key opinion leader have shown a positive impact on the users’ purchase intention, while the perceived risk has harmed the user’s purchase intention.
The results demonstrate Douyin should establish a set of training and incentive mechanisms for medium and long-tail hosts to improve their business level and enthusiasm. Second, hosts need to improve their professional ability to help consumers choose the most suitable and cost-effective products. Third, Douyin should improve the basic system of e-commerce to ensure the quality of goods and user experience to enhance the reputation of Douyin live commerce.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
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