The Influence of Characteristics of Mobile Live Commerce on Purchase Intention

Mobile live commerce is emerging as a new distribution channel connectivity and information sharing become easier due to the increase in use of SNS mobile phones. Nevertheless, there lack research this field, it meaningful look at how technology-based leads purchase intention terms value shopping perceived by consumers. This study aims (1) analyze characteristic factors commerce, which rapidly brisk changes industry non-contact era; (2) verify relationship between intention. We analyzed 283 surveys using partial least squares structural equation modeling (PLS-SM) with statistical product service solutions (SPSS) R-programming. inferred that convenience, ubiquity, social presence, attractiveness, vividness were characteristics had positive effect on pleasure value, vividness, professionalism, quality, compatibility effects value. The hedonic also both values strong However, professionalism sources did not affect convenience ubiquity