THE IMPACT OF E-COMMERCE LIVESTREAMING SELLERS’ CHARACTERISTICS ON CONSUMER BUYING BEHAVIOR – TAKING TAOBAO AS A CASE

Abstract

By virtue of the rapidly developing live streaming in e-commerce, livestreaming sellers is risen to cope with such development to provide opinion and information to consumers. Whether their characteristics can accurately and effectively influence consumers in e-commerce platforms. Therefore, effective characteristics of livestreaming sellers need to be identified. The objective of this research is to examine what factors of livestreaming sellers can affect consumers’ buying behavior on Taobao Live. Conceptual Model of this research had four characteristics of e-commerce livestreaming sellers, like professionalism, product involvement, popularity, visual cues, also, perceived value as mediating variable and product price as moderating variable, these were used to test the relationship between each variable. A total of 204 valid participated in as sample for the research. The data was collected via self-completion online delivery questionnaire and analyzed through descriptive analysis, correlation and regression assessment. The result of the research suggests that the livestreaming sellers' characteristics toward consumer buying behavior is positively affected by perceived value, while the relationship between livestreaming sellers and perceived value is negatively influenced by product price. Further, this study given conclusion of hypotheses testing and recommendations to e-commerce company and livestreaming sellers to improve the way of how to better effectively influencing consumers’ buying behavior.