The mediating role of functional and risk values of live streaming in e-commerce on consumer' purchase decision

Abstract

This study aimed to determine the mediating role of functional and risk values in live streaming on consumers' purchase decisions in e-commerce. Using a descriptive correlational research design, data were collected from 482 online shopping consumers in Xiamen, Fujian province, China through simple random sampling and analyzed using SPSS software. The survey revealed a young, gender-balanced demographic with diverse educational and occupational backgrounds. Tiktok and Taobao were the most popular platforms used. Results showed that consumers had a positive attitude towards live streaming products regarding quality, variety, price, place, and promotion. Significant positive correlations were found between product, price, place, promotion, functional value, and risk value with purchase decisions. Controlling for functional and risk values, product, price, and place significantly correlated with purchase decisions, but promotion did not. The study concluded that functional value and risk value mediate the impact of live streaming on purchase decisions. Recommendations for e-commerce enterprises include enhancing product quality, diversity, price advantage, shopping convenience, and promotion effectiveness based on consumer needs and preferences. This approach aims to improve functional value, reduce risk value, boost purchase intention and loyalty, and promote the sustainable development of the live streaming industry.