earticle

영어

As COVID-19 spreads, live streaming commerce is progressively evolving into a new business model. Parallel to this, the live broadcast commerce has entered a period of explosive growth and rising interest. The social atmosphere is shifting swiftly towards the age of Untact economy, marked by characteristics like social distancing, which have hardened in the aftermath of the pandemic, and live streaming commerce, a kind of e-commerce centered on real-time interaction. China's streaming economy is growing at a staggering rate. In this study, the factors affecting the purchase intention of live commerce are distinguished into the characteristic dimensions of influencers (Trustworthiness, Attractiveness, and Professionality) and the selection attributes centered on TikTok platform (Informality, Interactivity), and the influence of each component and the moderating effect of gender are investigated. Although 273 questionnaires were completed, only 219 valid responses were selected for analysis. Prior to conducting the primary statistical analysis, a confirmatory factor analysis was undertaken to assess the scale's reliability and validity. Afterwards, a multiple regression analysis was performed to verify the hypothesis. The control regression analysis and straightforward slope verification of the control effect were performed in order to confirm the control effect of gender. The results are as detailed below. The influencer's credibility (Trustworthiness, Attractiveness, and Professionality) was found to have a favorable impact on purchase intention, and the choice attribute of the platform (Informality, Interactivity) was also found to have a substantial impact on purchase intention. As a consequence of gender input, it was confirmed that the influence of influencers on purchase intentions varied by gender. Increases in the influencer's attractiveness are associated with increased spending by women but a decrease in spending by men. It was proposed that, in the future, gender-specific content strategies can be required, particularly for men. In light of the results of this study's research, expanding live streaming commerce can be a worthwhile consideration, and e-commerce marketing strategies will serve as a useful foundation upon which information can be utilised to assure desired outcomes. In addition, it forecasts that the results will have practical ramifications for TikTok operators domestically and internationally. It has important implications for the gendered future of live-business production as a whole.