The impact of interactivity quality on continuous usage intention of livestreaming commerce: The role of perceived values

Abstract

This study examines the impact of interaction quality on the continuous usage intention to use Live-Streaming commerce (LS) through perceived values. Accordingly, the proposed research model includes four components of interaction quality: professionalism, personalization, informativeness, and responsiveness, which influence utilitarian and hedonic values, which in turn affect continuous usage intention. The PLS-SEM technique was used on a sample of 306 LS viewers to estimate the research model. The analysis results indicate that the four components of interaction quality increase perceived values, which subsequently promote behavioral intention. Personalization has the strongest impact on utilitarian value (β = 0.28; p < 0.001), while responsiveness has the most significant effect on hedonic value (β = 0.30; p < 0.001). Furthermore, hedonic value has a stronger influence on continued usage intention compared to utilitarian value (β = 0.39 and 0.28; p < 0.001). Finally, the study proposes significant academic implications regarding the critical role of interaction quality and the mechanisms by which it influences continuous usage intention as well as suggests practical strategies to enhance interaction quality, subsequently retaining consumers.