Factors Influencing Consumers’ Continued Purchase Intention of Health Foods through Live-Streaming Shopping: An Extension of the Value Model for Price Discounts

The market opportunities for health foods have continuously grown due to the impact of Covid-19, prompting health food businesses to actively explore new sales channels, including live-streaming shopping (LSS). This study proposes a research model to examine the unique values offered by LSS, including real-time audiovisual streaming, multi-party real-time interaction, and low-price strategies, in enhancing consumers’ intention to continue purchasing health foods through LSS. The study employs an online survey method and utilizes PLS-SEM for data analysis. The results demonstrate that the real-time audiovisual streaming in LSS and the support for real-time interaction between streamers and consumers enable streamers to provide high-quality information about health foods to consumers. This not only enhances consumers’ perception of product quality and perceived savings in LSS but also facilitates their acquisition of product knowledge. Although positive word-of-mouth shared by co-viewers in the chat room can also increase consumers’ product knowledge and perceived savings in LSS, it does not significantly enhance consumers’ perceived product quality. The information directly provided by streamers has a stronger impact on the perceived value of LSS compared to the information shared by co-viewers. Furthermore, this study reveals that the perceived savings value has the greatest influence on enhancing consumers’ continued purchase intention through LSS, followed by product knowledge, while perceived product quality has the least impact. The study concludes by providing practical suggestions for streamers in formulating sales strategies for health foods in the context of LSS.