The Effect of Consumers’ Perceived Relational Benefits on Trust, Satisfaction, and Behavioral Intention in Fashion Live Commerce Channel

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Live commerce is a new media in commerce that has recently been highlighted in social media industries. This study examined the impact of consumers’ perceived relational benefits on consumer trust, satisfaction, purchase intention and continuous use intention in fashion live commerce channels. We conducted an online survey with 232 adult women residing in South Korea who watched a video related to selling fashion products on a live commerce channel. And we analyzed the collected data using SPSS 25.0 and AMOS 23.0 statistical program. The results showed that the perceived relational benefits (i.e., psychological benefits, social benefits, economic benefits, customization benefits) in the live commerce channel had a significant positive effect on consumes’ trust. Also, consumer trust had a positive effect on satisfaction, which, in turn, positively influenced consumer purchase intention and continuous use intention. The results of the study can theoretically extend the consumer behavior research on fashion live commerce channels. In addition, live commerce retailers can use the findings to develop effective marketing strategies.