A Study on the Effects of Perceived Characteristics of Live Commerce Platform on Intention to Continuous Use: Mediating Effect of Customer Trust and Customer Satisfaction

October 31, 2023  |  Vol.9, No.10  |  PP. 209-223  | PDF

AUTHORS:

Mi Sook Han, Department of Project Management, Graduate School of Soongsil University, Korea

Jeon Jin Lee, Department of Project Management, Graduate School of Soongsil University, Korea

Dong Hyuk Jo, Department of Business Administration, Soongsil University, Korea

KEYWORDS:

Live Commerce, Live Commerce Platform, Intention to Continuous Use, Customer Trust, Customer Satisfaction

Abstract

Smartphones, which have become daily necessities, have expanded people's lives online. With a smartphone, you can activate live commerce that sells products while communicating with viewers anywhere. Due to these changes, various online and offline platform companies are providing live commerce services and leading the growth. Accordingly, in order to demonstrate the impact of the perceived characteristics of the live commerce platform on continuous use intention, this study conducted a survey of customers with experience in using the live commerce platform and analyzed using the SPSS 22.0 statistical program. First, the research results showed that the perceived characteristics of the live commerce platform have a positive effect on customer trust. Second, it was found that the perceived characteristics of the live commerce platform partially had a positive effect on customer satisfaction. Third, customer trust was found to have a positive effect on customer satisfaction. Fourth, customer trust and customer satisfaction were found to have a positive effect on the intention to continue using. Fifth, among the perceived characteristics of the live commerce platform, expertise was found to partially mediate customer trust, and content quality and reality were found to have a significant effect by completely mediating customer trust. Finally, it was found that content quality and realism had a significant effect through partial mediation of customer satisfaction. Through this study, we would like to provide basic data for the successful introduction and expansion of live commerce services that are expected to grow rapidly.

References:

[1] Jang Seck-jun, Ryu Seung-kwan, Platform Attribute on Satisfaction and Repeat-Using Intention in Live Commerce: Focusing on MZ Generation, Korean Journal of Communication Studies, (2022), Vol.30, No.3, pp.233-267.
DOI: http://dx.doi.org/10.23875/kca.30.3.9
[2] Kim So-dam, Huang Jia-yu, Yang Sung-byung, Factors Influencing Live Commerce Consumers’ Watching and Purchase Intentions: Focusing on the Taobao Platform in China, The Journal of Internet Electronic Commerce Research, (2021), Vol.21, No.2, pp.53-78.
DOI: http://dx.doi.org/10.37272/JIECR.2021.04.21.2.53
[3] A. Wongkitrungrueng, N. Dehouche, N. Assarut, Live streaming commerce from the sellers’ perspective: implications for online relationship marketing, Journal of Marketing Management, (2020), Vol.36, No.5, pp.488-518.
DOI: http://dx.doi.org/10.1080/0267257X.2020.1748895
[4] Kim Sung-jong, Heo Cheol-moo, Effects of Live Commerce and Show Host Attributes on Purchase Intention: Including the Mediating Effects of Content Flow, Venture Start-Up Research, (2021), Vol.16, No.3, pp.177-191.
DOI: http://dx.doi.org/10.16972/apjbve.16.3.202106.177
[5] Lu Hong-yu, Lee Hyo-seong, Exploring the Effects of Components of Mobile News Contents on the User Satisfaction and Continuous Use Intention, Social Science Research Review, (2015), Vol.31, No.3, pp.113-132.
DOI: http://dx.doi.org/10.18859/ssrr.2015.08.31.3.113
[6] Nyamsuren Davaadorj, Lee Dong-cheol , Keun-hyung Kim, A comparative study of the factors affecting on the users’ satisfaction of mobile contents in Korea and Mongolia, Internet e-Commerce Research, (2009), Vol.9, No.3, pp.495-510.
UCI: G704-001762.2009.9.3.010
[7] F. Biocca, M. R. Levy, Communication in the age of virtual reality, Routledge, (1995)
[8] A. Mollen, H. Wilson, Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives, Journal of Business Research, (2010), Vol.63, No.9-10, pp.919-925.
DOI: http://dx.doi.org/10.1016/j.jbusres.2009.05.014
[9] D. Gefen, D. Straub, Managing user trust in B2C e-services, e-Service, (2003), Vol.2, No.2, pp.7-24.
DOI: http://dx.doi.org/10.2979/esj.2003.2.2.7
[10] A. S. Huff, Changes in organizational knowledge production, The Academy of Management Review, (2000), Vol.25, No.2, pp.288-293.
Available from: https://www-jstor-org-ssl.openlink.ssu.ac.kr:8443/stable/259014
[11] R. L. Oliver, Cognitive, affective, and attribute bases of the satisfaction response, Journal of Consumer Research, (1993), Vol.20, No.3, pp.418-430.
DOI: http://dx.doi.org/10.1086/209358
[12] A. S. Dick, K. Basu, Customer loyalty: toward an integrated conceptual framework, Journal of the Academy of Marketing Science, (1994), Vol.22, No.2, pp.99-113.
DOI: http://dx.doi.org/10.1177/0092070394222001
[13] I. Arpaci, M. Al-Emran, M. A. Al-Sharafi, The Impact of Knowledge Management Practices on the Acceptance of Massive Open Online Courses (MOOCs) by Engineering Students: A Cross-Cultural Comparison, Telematics and Informatics, (2020), Vol.54, 101468.
DOI: http://dx.doi.org/10.1016/j.tele.2020.101468
[14] Jo Yoon-a, The Correlations among Trust, Satisfaction, Commitment, and Relation-Continuing Intention for Internet foundation Fashion Shopping Mall, Venture Start-up Research, (2015), Vol.10, No.6, pp.155-165.
UCI: G704-SER0000001371.2015.10.6.019
[15] Han Chae-won, Ham Sunny, Moon Hye-young, Influence of the characteristics of the O2O food delivery platform service on the trust, satisfaction and reuse intention, Journal of Hospitality & Tourism Studies, (2019), Vol.21, No.1, pp.116-128.
DOI: http://dx.doi.org/10.31667/jhts.2019.2.78.115
[16] Lee Hyun-Jong, Lee Jin-Ho, A Study on the Relationships between e-Service Quality and Privacy Risk, Trust and Behavioral Intentions: The Case of Tourism Industries' Web site, Tourism and Leisure Research, (2013), Vol.25, No.7, pp.171-193.
UCI: G704-000823.2013.25.7.016
[17] W. H. DeLone, E. R. McLean, Information systems success: The quest for the dependent variable, Information Systems Research, (1992), Vol.3, No.1, pp.60-95.
DOI: http://dx.doi.org/10.1287/isre.3.1.60
[18] E. W. Anderson, Customer satisfaction and word of mouth, Journal of Service Research, (1998), Vol.1, No.1, pp.5-17.
DOI: http://dx.doi.org/10.1177/109467059800100102
[19] C. M. Ridings, D. Gefen, B. Arinze, Some antecedents and effects of trust in virtual communities, The journal of Strategic Information systems, (2002), Vol.11, No.3-4, pp.271-295.
DOI: http://dx.doi.org/10.1016/S0963-8687(02)00021-5
[20] S. L. Jarvenpaa, N. Tractinsky, L. Saarinen, Consumer trust in an Internet store: A cross-cultural validation, Journal of Computer-Mediated Communication, (1999), Vol.5, No.2.
DOI: http://dx.doi.org/10.1111/j.1083-6101.1999.tb00337.x
[21] Kim Dan, An investigation of the effect of online consumer trust on expectation, satisfaction, and post-expectation, Information Systems and e-Business Management, (2012), Vol.10, No.2, pp.219-240.
DOI: http://dx.doi.org/10.1007/s10257-010-0136-
[22] Kim Sung-hee, Jo Dong-hyuk, Determinants of Live commerce Service Continuance, Journal of the Korea IT Policy Management Association, (2021), Vol.13, No.3, pp.2483-2490.
[23] Park Hyun-jung, Lin Li-min, Exploring attitude–behavior gap in sustainable consumption: Comparison of recycled and upcycled fashion products, Journal of Business Research, (2020), Vol.117, pp.623-628.
DOI: http://dx.doi.org/10.1016/j.jbusres.2018.08.025
[24] Lee Hyun-Jong, Lee Jin-Ho, A Study on the Relationships between e-Service Quality and Privacy Risk, Trust and Behavioral Intentions: The Case of Tourism Industries' Web site, Journal of Tourism and Leisure Research, (2013), Vol.25, No.7, pp.171-193.
UCI: G704-000823.2013.25.7.016
[25] S. Petter, W. DeLone, E. R. McLean, Information systems success: The quest for the independent variables, Journal of Management Information Systems, (2013), Vol.29, No.4, pp.7-62.
DOI: http://dx.doi.org/10.2753/MIS0742-1222290401
[26] M. Limayem, S. G. Hirt, C. M. Cheung, How habit limits the predictive power of intention: The case of information systems continuance, MIS quarterly, (2007)
[27] R. M. Morgan, S. D. Hunt, The commitment-trust theory of relationship marketing, Journal of Marketing, (1994), Vol.58, No.3, pp.20-38.
DOI: http://dx.doi.org/10.1177/002224299405800302
[28] A. Bhattacherjee, Understanding information systems continuance: An expectation-confirmation model, MIS Quarterly, (2001), Vol.25, No.3, pp.351-370.
URL: http://www.jstor.org/stable/3250921
[29] Han Mi-sook, Song Keum-sook, Park Jong-woo, A Study on the Effect of Fashion Influencer on Consumer Purchase Intention and Word of Mouth Intention, Journal of the Service Management, (2023), Vol.24, No.1, pp.1-25.
DOI: http://dx.doi.org/10.15706/jksms.2023.24.1.001
[30] Kwon Ki-yong, Kim Woo-bin, The Effect of Live Commerce Characteristics on Consumption Behavior Mediated by Presence:Focusing on Interaction and Streamer Attributes, Journal of the Korean Society of Clothing and Textiles, (2022), Vol.46, No.5, pp.741-759.
DOI: http://dx.doi.org/10.5850/jksct.2022.46.5.741
[31] Oh In-suk, Ann Gill-sang, The Effects of Celebrity's Attributes on Attitude toward an Advertisement, Journal of the Society of Industry and Management, (1997), Vol.10, No.2, pp. 85-108.
DOI: http://dx.doi.org/10.ecn.0102.2009.320.009095044
[32] Kim Kwang-Ji, Park Ki-Young, A Study on Mediating Effect of Customer Satisfaction, Switching Barrier, and Commitment between Relational Benefit and Customer Loyalty in Foodservice Industry, Journal of Hotel Management Research, (2010), Vol.19, No.2, pp.93-113.
UCI: G704-001024.2010.19.2.003

Citations:

APA:
Han, M. S., Lee, J. J., Jo, D. H. (2023). A Study on the Effects of Perceived Characteristics of Live Commerce Platform on Intention to Continuous Use: Mediating Effect of Customer Trust and Customer Satisfaction. Asia-pacific Journal of Convergent Research Interchange (APJCRI), ISSN: 2508-9080 (Print); 2671-5325 (Online), KCTRS, 9(10), 209-223. doi: 10.47116/apjcri.2023.10.18.

MLA:
Han, Mi Sook, et al. “A Study on the Effects of Perceived Characteristics of Live Commerce Platform on Intention to Continuous Use: Mediating Effect of Customer Trust and Customer Satisfaction.” Asia-pacific Journal of Convergent Research Interchange, ISSN: 2508-9080 (Print); 2671-5325 (Online), KCTRS, vol. 9, no. 10, 2023, pp. 209-223. APJCRI, http://apjcriweb.org/content/vol9no10/18.html.

IEEE:
[1] M. S. Han, J. J. Lee, D. H. Jo, “A Study on the Effects of Perceived Characteristics of Live Commerce Platform on Intention to Continuous Use: Mediating Effect of Customer Trust and Customer Satisfaction.” Asia-pacific Journal of Convergent Research Interchange (APJCRI), ISSN: 2508-9080 (Print); 2671-5325 (Online), KCTRS, vol. 9, no. 10, pp. 209-223, October 2023.