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The research results show that affordable prices and fulfilling daily needs are the most important product attributes that customers consider. The live webcast demonstrations generated purchase intention and consumption. The ultimate values to which the participants in this study attached the highest importance were \u201cperception of joy,\u201d \u201cperception of satisfaction,\u201d and \u201cperception of value.\u201d Recommendations are provided for businesses using live webcasting as part of their e-commerce programs.<\/jats:p>","DOI":"10.4018\/ijom.2020070101","type":"journal-article","created":{"date-parts":[[2020,7,22]],"date-time":"2020-07-22T11:51:52Z","timestamp":1595418712000},"page":"1-20","source":"Crossref","is-referenced-by-count":17,"title":["An Exploratory Study on Consumer Purchase Behavior From Live Webcasting E-Commerce"],"prefix":"10.4018","volume":"10","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-4673-0423","authenticated-orcid":true,"given":"Carol Yirong","family":"Lu","sequence":"first","affiliation":[{"name":"Chung Yuan Christian University, Taiwan"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Michael W.","family":"Marek","sequence":"additional","affiliation":[{"name":"Wayne State College, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Brendan T.","family":"Chen","sequence":"additional","affiliation":[{"name":"National Chin Yi University of Technology, Taiwan"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"I. 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