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Live commerce integrates live streaming with e-commerce to enable real-time interaction and purchasing.This study analyzed how entertainment, information sharing, and economic incentives of live commerce influence hedonic and utilitarian shopping value for consumers.It also examined how attractiveness, reliability, professionalism and interactivity of influencers shape these values.Survey data was collected from 144 Korean consumers to test the hypotheses using PLS-SEM.The results showed entertainment and economic benefits of live commerce positively affected hedonic and utilitarian value respectively.Influencer attractiveness, reliability and interactivity also had significant positive impacts.Both hedonic and utilitarian value strongly influenced purchase intention.The findings provide implications for how live commerce platforms can design interactive features and leverage influencer engagement to stimulate shopping value and purchase behaviors.
Kim et al. (2024) studied this question.