| dc.description.abstract | With the continuous innovation and advancement of technology, new sales channels
have been expanded due to the immediacy, fast and convenient features of the Internet. In the beginning, people used social media to share their lives. However, in recent years, live broadcasts have gradually emerged, and various social media have launched live broadcast functions. Many ordinary people and internet celebrities sell commodities through live broadcast. During the live broadcast, the host can immediately reply to the audience’s questions, unboxing to experience products, and let audiences know the relevant information of the product in detail. They will be liked a real person and introduce the product for you. In addition, viewers can share their views on products through message, and the rise of live broadcasts will bring different feeling to consumers.
In the past. most research have focused on consumer’s purchasing behaviors in physical stores or traditional media, while few researches have focused on online virtual environment. Therefore, the purpose of this study is to develop a research structure to understand the relationship between various factors and consumer purchasing behavior in the scenario of live broadcast scenario. Furthermore, according to Huang, Lurie, and Mitra (2009), consumers may have different searching and purchasing behaviors for different product types. Therefore, search and experience goods are added as class variable in this study to explore whether there will be different purchasing behaviors under different product types. | en_US |