Cross-cultural study of user satisfaction and its relationship with behavioral intention and use behavior in live-commerce

Abstract

This research investigates the cultural differences in live commerce user satisfaction and its relationship with behavioral intention and use behavior between the United States and South Korea. The results consist of (1) satisfaction determinants and importance rankings, (2) the relationship of satisfaction with behavioral intention and use, including direct correlations and indirect connectivities through the determinants, and (3) a cross-cultural study by comparing the results of the two countries and analyzing the cultural moderating effects. In this study, a hybrid approach using structural equation modeling (SEM) and an artificial neural network (ANN) was employed to define the determinants of each influential factor and their importance rank. The determinants were based on the unified theory of acceptance and use of technology (UTAUT2) factors. Our findings show that the US and South Korea share most of the satisfaction determinants but have differing importance rankings of them. Moreover, the two countries show differences in the relationship between satisfaction and behavioral intention. This study fills the gap of cultural comparisons in live commerce satisfaction studies, which are expected to provide cross-cultural insights into product strategies in the expanding live commerce global market.