The Effect Of Live Commerce Characteristics On The Consumer Purchase Intention ——Focus On The Comparative Analysis Of China And Korea Consumer

Due to development of global e-commerce and the social media,Live commerce is growing rapidly.Last year,the world was affected by the pandemic,which brought changes to society and economic,and shopping and distribution shifted from offline to online.Live commerce has developed rapidly with China as the starting place and has become an important model of global e-commerce.With growing demand for global live commerce and the expansion of cross-border e-commerce in China and South Korea,the boundaries between shopping and countries have become meaningless.Therefore,this study focuses on China and Korea to compare and analyze the influence of live commerce and live commerce on consumer purchasing intention.Therefore,this study aims to find out what characteristics of live commerce affect purchases,focusing on Chinese and Korean consumers.In this context,the promotion of cross-border ecommerce between the two countries through live commerce is relevant in business industry.Firstly,this study based on the theories related to consumer purchasing behavior and decision-making and Live commerce,analyze the current live commerce status and characteristics and overseas direct purchase,find out variable,examine the hypothesis.The variables obtained are interaction with streamer,interaction with consumer,information,entertainment,which are characteristics of live commerce and expertise,reliability,attractiveness,which are characteristics of streamer.Focusing on consumers who are experiencing live commerce,questionnaire surveys were conducted in China and South Korea to collect data,and conduct reliability analysis and correlation analysis of the data.Based on variable,this study is using SPSS28.0 program to perform multiple regression analysis.As a result of analysis,each variable has a different effect on the two countries.Interaction with streamer,entertainment,expertise,attractiveness had a significant effect on Chinese consumer,information,entertainment,reliability,attractiveness had a significant effect on Korean consumer.Entertainment and attractiveness have a common variables on Chinese and Korean consumer's purchase intentions.Based on the research result,this study provides suggestions for the development China and Korea Live Commerce concerning;product of focused contents for consumers in both countries;sale of low involvement goods;collaboration with local professional companies;...