Drivers of Purchase Intention in E-Commerce Live Streaming in China: Assessing the Mediating Role of Perceived Value Using the Modified Vam Model

Abstract

Objectives: This study primarily aims to develop an integrated framework, integrating technological and socio-psychological dimensions while highlighting the mediating role of perceived value, to evaluate the predictors in influencing purchase intention in E-commerce live streaming.   Theoretical framework: Using a quantitative approach guided by the value-based adoption model, the study assessed the effects of perceived usefulness perceived enjoyment, attachment to streamers, and perceived value on purchase intention, along with the mediating effect of perceive value.   Method: SPSS 24.0 and Smart PLS 4 were employed for data analysis. Within SPSS, the study carries out descriptive statistics to understand the basic characteristics of respondents, and reliability analysis to examine the consistency of our measurements. Using Smart PLS, the research conducts a measurement model evaluation to assess the reliability and validity of the constructs, and a structural model evaluation to test the relationships between constructs and hypotheses.   Result: The findings reveal that all antecedents significantly influence purchase intention directly, but only attachment to streamers and perceived enjoyment notably impact perceived value. Additionally, attachment to streamers and perceived enjoyment exert an indirect influence on purchase intention mediated by perceived value.   Conclusion: In summary, this research suggests the importance of genuine streamer-viewer bonds and the enhancement of entertainment in boosting perceived value and triggering purchasing decisions in the contemporary e-commerce milieu, dominated by sophisticated digital marketing strategies.   Keywords: purchase intention, E-commerce live streaming, perceived value, attachment to streamers, perceived usefulness, perceived enjoyment.