FACTORS AFFECTING CUSTOMERS PURCHASE INTENION IN LIVE STREAMING COMMERCE
Keywords:
Purchase Intention, Live Streaming Commerce, Perceived Persuasiveness, Customer EngagementAbstract
Live Streaming Commerce created a new paradigm for e-commerce platform environment. This study aims to find the gap of existing purchase intention in Live Streaming Commerce studies and identified factors affecting Consumers Purchase Intention in Live Streaming Commerce. Scope of this study involved 20 Live Streaming Commerce research articles which conducted various theories. Factors that influence Consumers Purchase Intention classified to three groups and two factors consists of Perceived Persuasiveness; Customer Satisfaction; Customer Engagement, Perceived Price Attractiveness and Perceived Uncertainty. There were two factors had a mediator role; Customer Satisfaction and Customer Engagement.
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.