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Mobile live commerce is emerging as a new distribution channel as connectivity and information sharing become easier due to the increase in the use of SNS and mobile phones. Nevertheless, there is a lack of research in this field, and it is meaningful to look at how this new technology-based commerce leads to purchase intention in terms of the value of shopping perceived by consumers. This study aims to (1) analyze the characteristic factors of mobile live commerce, which is rapidly emerging due to brisk changes in the distribution industry in the non-contact era; and (2) verify the relationship between shopping value and purchase intention. We analyzed 283 surveys using partial least squares structural equation modeling (PLS-SM) with statistical product and service solutions (SPSS) and R-programming. We inferred that convenience, ubiquity, social presence, attractiveness, and vividness were the characteristics of mobile live commerce that had a positive effect on the pleasure value, and that social presence, attractiveness, vividness, professionalism, information quality, and compatibility had positive effects on the perceived value. The hedonic value also had a positive effect on the perceived value, and both pleasure and perceived values had strong positive effects on the purchase intention. However, the professionalism of the sources did not affect the hedonic value, and the convenience and ubiquity did not affect the perceived value.
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