The Impact of Consumers' Perceived Value on Purchase Intention of Clothing: A Comparison between E-commerce and Social Live Commerce
Keywords:
Perceived Value, Purchase Intention, Social Live Commerce, Clothing, E-commerceAbstract
The objective of this research study is to: (1) Study consumer purchasing behavior for clothing through e-commerce and social live commerce channels
(2) Measure the levels of consumers' perceived value across four dimensions and the levels of purchase intention through both e-commerce and social live commerce channels (3) Compare the influence of consumers' perceived value dimensions on purchase intentions across both distribution channels and propose appropriate marketing guidelines for each distribution channel. This study employed a quantitative research design, utilizing online questionnaires to collect data from a sample of 500 consumers, who have experience purchasing clothing through e-commerce or social live commerce channels. Descriptive statistics and multiple linear regression analysis were used to analyze the data. The research findings reveal that (1) Consumers purchasing clothing through social live commerce have shorter average decision-making time compared to those using e-commerce (2) Overall perceived value and purchase intention for e-commerce channel are at a “high” level, while for social live commerce, they are at the “highest” level (3) Functional and price values significantly impact purchase intention in the e-commerce channel, while functional and emotional values significantly impact purchase intention in the social live commerce channel (p < .05). Consequently, practitioners should prioritize creating functional values in both channels, while emphasizing price value in the e-commerce channel and emotional value in the social live commerce channel to effectively stimulate consumers’ purchase intention.
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