New generation commerce: The rise of live commerce (L-commerce) |
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| Affiliation: | 1. School of Business, Hanyang University – Seoul, South Korea, 222 Wangsimni-ro, Seongdong-gu, Seoul, 04763, Republic of Korea;2. Sport and Fitness Administration Program Department of Health and Human Performance, University of Houston, 3875 Holman St. Garrison Rm 104D, Houston, TX, 77204, USA;1. Institute for Economic Research, Hebei University of Economics and Business, Shijiazhuang 050061, China;2. College of Management and Economics, Tianjin University, Tianjin 300072, China;1. School of Business, Korea University, Anam-dong 5-1, Seongbuk-ku, Seoul, 02841, South Korea;2. College of Business, Hawaii Pacific University, 900 Fort Street Mall, Suite PL 600, Honolulu, HI, 96813, USA;3. PMI CO., LTD., 2F Seolin Bldg., 16, Gangnam-daero 91-gil, Seocho-gu, Seoul, 06530, South Korea;1. School of Management, Shandong University, Jinan, 250100, China;2. School of Business, Qingdao University of Technology, Tsingtao, 266071, China;1. Research Institute on Brand Innovation and Development of Guangzhou, School of Management, Jinan University, Guangzhou, China;2. School of Management, Shanghai University, Shanghai, China |
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| Abstract: | Live commerce (L-commerce) is an emerging distribution channel that has transformed consumer shopping preferences. Owing to the COVID-19 pandemic, consumers’ need for non-face-to-face (NFTF) commerce increased rapidly. However, unlike face-to-face (FTF) commerce, NFTF commerce has disadvantages. It lacks interactivity. The newly emerged L-commerce addresses this deficiency using real-time streaming technology. It is positively evaluated in various business segments. This study investigated the structural relationships between the characteristics of L-commerce, customer satisfaction, repurchase intention, and customer loyalty to L-commerce. The moderating effects of security and privacy (SP) and the perceived price advantage (PPA) were further examined. The findings represent a priori research that empirically proves the effectiveness of L-commerce. |
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| Keywords: | Live commerce (L-commerce) Customer satisfaction Repurchase intention Customer loyalty |
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