THE IMPACTS OF LIVE BROADCASTING ON PURCHASE INTENTION THROUGH PERCEIVED VALUE AND CUSTOMER TRUST: CASE OF BEAUTY PRODUCTS IN TAOBAO LIVE PLATFORM IN NANJING, CHINA
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Abstract
Based on the comprehensive SOR model, this study leaves no stone unturned, exploring the effects of content quality, promotion, visibility, interactivity, authenticity, and entertainment on consumer purchase intentions through perceived value and trust of beauty product customers in Taobao live broadcast in Nanjing, China. Our self-administrative questionnaires were designed to gather survey data from 529 customers, representing a response ratio of 96.20%. The PLS-SEM findings revealed a comprehensive understanding of the factors at play. For instance, promotion, interactivity, authenticity, and entertainment were found to positively and directly affect perceived value. On the other hand, the analysis revealed that authenticity and entertainment signifcantly positively affected customer trust, with authenticity showing a more substantial influence. Also, purchase intention was positively impacted by perceived value and trust. Moreover, the mediating effects of the Sobel test indicated positive mediations of trust between both authenticity and entertainment and purchase intention. Perceived value mediates the relationship between promotion, interactivity, authenticity, and entertainment and purchase intention. The study contributes novel insights into the factors influencing purchase intention and highlights the signifcance of perceived value and trust in driving such intentions. Moreover, it expands the existing literature by proposing an extended SOR model that can be applied in future studies exploring e-commerce live broadcasting. Lastly, we provide comprehensive guidelines for business owners, managers, and marketers to improve and refine marketing strategies for sustainable business success.
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