Effects of the Perceived Benefit and Innovativeness of Live Commerce on Intention to Use: Focus on Chinese Consumers

While the frequency of offline product purchases has sharply decreased due to the decrease in the number of times consumers go out due to COVID-19, which occurred in 2019, non-face-to-face online purchases, that is, non-contact consumption, are becoming common around the world. In the COVID-19 environment where direct product access is impossible, there is a growing interest in Live Commerce, which delivers real-time product information vividly to fashion consumers who are accustomed to interactive SNS-based distribution and immediately responds to consumer needs. Live commerce in China has grown rapidly since it began to become popular in 2015 and is expected to grow significantly in the future. In this study, the effect of perceived benefits of live commerce on intention to use was verified. First, as a result of analyzing the effect on the perceived benefit and perceived value of live commerce, it was found that among the four perceived benefits, playfulness, economic feasibility, and usefulness had a positive (+) effect in the order. Also, it was found that technicality had no significant effect on perceived value. Second, as a result of analyzing the effect on perceived value and intention to use, it was found that perceived value had a positive (+) effect on intention to use. Finally, the moderating effect of innovative-ness was verified. It was found that innovativeness has a moderating effect.