Influence of Perceived Value on Consumers’ Continuous Purchase Intention in Live-Streaming E-Commerce—Mediated by Consumer Trust

As an emerging e-commerce model that combines the convenience of traditional with real-time and interactive nature live streaming, live-streaming (LS) is loved recognized by consumers. At same time, LS also faces many difficulties such as homogenization marketing content consumers’ low willingness to repeat purchase. Therefore, how better stimulate continuous purchase in has become a hot topic current research. Based on stimulus–organism–response (SOR) model, this paper constructs intention mediated trust e-commerce, measuring perceived value three dimensions: utilitarian value, hedonic social using streamer product mediators investigate influence intention. Data Chinese users were collected questionnaire survey prove assumptions paper. The results show significantly positively their streamer; product; influences consumer partially mediates relationship between continue