The Effect of Perceived Value and Flow on Purchase Intention-For Example On Product Launch of Live Webcast

• Main Authors: CHIOU, SHR-CHIN, 邱士芩
• Other Authors: CHANG, YIN-YIH
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/nyv2xk

碩士 === 輔仁大學 === 資訊管理學系碩士在職專班 === 107 === The purpose of the study was to investigate the degree of influence on customers’ willingness to purchase by perceived value and flow experience after viewing the live webcasting of the product. Since the technology of webcasting is getting Increasingly sophisticated, various industries have begun to use the platform as marketing tool to involve in existing business model. Merchants launch their products via live webcasting which is immediacy and authenticity, can not only produce the effect of the traditional live TV broadcast, but also has a relatively low cost and the most reachable community tool. The questionnaire was distributed online and a total of 303 valid questionnaires were analyzed. The results of the study found that (1) The more entertainment effects and interactive live webcasting processing, the more user can focus on it, which positively correlated with flow experience; furthermore, increasing the Intention to purchase positively. (2) Users can know more detailed functions of the product immediately through the live webcasting of product launch, even demonstrations of various situational experiences. Both have a positive impact on the user perceived value, thus also can increasing the Intention to purchase positively.