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.
논문 기본 정보
- 자료유형
- 학술대회자료
- 저자정보
- 발행연도
- 2022.6
- 수록면
- 601 - 608 (8page)
이용수
초록· 키워드
The goal of this study is to examine how live streaming commerce technology quality(vicarious expression and visibility), experience quality (immersion, emotion, symbolic value, and admiration), and customer herd behavior affect customers’ purchase intention in a live streaming commerce scenario. We proposed an integrated research model based on the elaboration likelihood model (ELM) and herd behavior. Our findings indicate that good technology and experience quality lead customers to discount their own information, and then customers will imitate other peers. Customers’ herd behavior positively affects their purchase intention. Furthermore, discounting own information positively mediates the indirect link between live streaming commerce quality, imitation, and customers’ purchase intention. This study is one of the first to combine live streaming commerce quality and herd behavior in order to investigate customers’ purchase intention in the context of live streaming commerce. It highlights the value of incorporating herd behavior into ELM and adds to the body of knowledge by providing a deeper insight into customers’ purchase intention in the live streaming shopping scenario.
#Live streaming commerce quality
#Technology quality
#Experience quality
#Elaboration likelihood model
#Herd behavior
#Customers’ purchase intention
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목차
- Abstract
- 1. Introduction
- 2. Theoretical background and hypotheses development
- 3. Research methodology
- 4. Data analysis and results
- 5. Conclusions
- References
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