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