Dataset and Data Dictionary for "Enhancing Consumer Satisfaction in Live Commerce: A Study of Middle-Aged Women's Cosmetics Purchases Using TAM, PVT, and SIT Models

This dataset is part of a study investigating the underexplored factors driving middle-aged Chinese women’s purchasing behavior in live commerce, particularly in the context of their decision-making amidst the rapid expansion of e-commerce. The study employs a comprehensive theoretical framework based on the Technology Acceptance Model (TAM), Perceived Value Theory (PVT), and Social Influence Theory (SIT).

Data were collected through a structured survey administered to 653 women aged 40 to 59. The dataset captures key variables including ease of use, pricing, consumer trust, platform interactivity, and purchase satisfaction. These variables are essential for understanding the complex relationships that influence purchasing decisions in live-stream shopping environments.

The dataset has been analyzed using Structural Equation Modeling (SEM), revealing that factors such as ease of use, perceived value from competitive pricing, consumer trust, and real-time platform interactivity significantly enhance purchase satisfaction. Moreover, the results demonstrate that perceived value moderates these relationships, amplifying their effects under conditions of high perceived value.

This dataset provides valuable insights into the psychological and social factors that shape e-commerce behavior, offering implications for optimizing platform design to promote consumer trust and long-term engagement.

Keywords: Live commerce, Middle-aged women, Purchasing behavior, Technology Acceptance Model (TAM), Perceived Value Theory (PVT), Social Influence Theory (SIT), Structural Equation Modeling (SEM), Consumer trust, E-commerce.