A Study on the Factors Influencing Live Streaming Consumers’ Purchase Decisions Based on Perceived Value Theory

Product display is one of the key factors influencing consumer intentions and behavior in live streaming e-commerce. This study examines display attributes of live streaming in the agricultural field to analyze factors affecting consumer purchase decisions. Based on perceived value theory, this study constructs a theoretical model of consumer purchase decision influencing factors and uses structural equation modeling for data analysis. Results show that display authenticity, display visibility and cue multiplicity positively impact perceived value; display authenticity and display visibility enhance perceived entertainment; both perceived value and entertainment positively influence consumers’ purchase intentions. On the basis of the findings, the live streaming display attributes should be improved in order to enhance consumer perceived values and purchase intentions.