라이브 커머스에서 쇼호스트와 라이브 특성이 충동구매에 미치는 영향: 몰입의 매개효과와 시간 압박의 조절효과를 중심으로 (The Influence of Host and Live Streaming Features on Impulsive Purchasing: Flowing on the Mediating Effect of Immersion and the Moderating Effect of Time Pressure)

서지정보

· 발행기관 : 한국인터넷전자상거래학회
· 수록지 정보 : 인터넷전자상거래연구 / 24권 / 3호 / 175 ~ 198페이지
· 저자명 : 심택옥, 배정호

초록

In recent years, the seamless integration of non-face-to-face live streaming media e-commerce, incorporating shopping, interaction, and communication, has gained significant attention, influenced by the impact of the COVID-19 pandemic. This evolving trend places a greater emphasis on the importance of satisfying consumer psychological needs within the interaction space between platforms and consumers, stimulating consumer behavior. Consumers can interact with anchors and obtain product information through live streaming e-commerce, In this process, consumers not only gain convenience and pleasure but also enjoy a favorable social atmosphere and experience. Therefore, this paper aims to respond to the non-face-to-face consumption trend and the research subjects are Chinese consumers active in the field of live commerce, and based on flow theory, considered time pressure as a moderating variable to investigate the relationships between the characteristics of live e-commerce in China, the characteristics of hosts, and impulsive purchasing. The results show that first, social presence, entertainment aspect, host expertise and attractiveness in live streaming e-commerce have positive effects on flow, while interactivity has no relationship with flow. Second, flow in live streaming e-commerce has a positive influence on impulsive purchasing intentions. Third, the stronger the time pressure, the greater the impact of flow in live streaming e-commerce on impulsive purchasing. This study aims to provide more effective strategies for live e-commerce companies from other countries influenced by regional differences entering the Chinese market by gaining a deeper understanding of how businesses and e-retailers stimulate consumer purchasing behavior.

영어초록

In recent years, the seamless integration of non-face-to-face live streaming media e-commerce, incorporating shopping, interaction, and communication, has gained significant attention, influenced by the impact of the COVID-19 pandemic. This evolving trend places a greater emphasis on the importance of satisfying consumer psychological needs within the interaction space between platforms and consumers, stimulating consumer behavior. Consumers can interact with anchors and obtain product information through live streaming e-commerce, In this process, consumers not only gain convenience and pleasure but also enjoy a favorable social atmosphere and experience. Therefore, this paper aims to respond to the non-face-to-face consumption trend and the research subjects are Chinese consumers active in the field of live commerce, and based on flow theory, considered time pressure as a moderating variable to investigate the relationships between the characteristics of live e-commerce in China, the characteristics of hosts, and impulsive purchasing. The results show that first, social presence, entertainment aspect, host expertise and attractiveness in live streaming e-commerce have positive effects on flow, while interactivity has no relationship with flow. Second, flow in live streaming e-commerce has a positive influence on impulsive purchasing intentions. Third, the stronger the time pressure, the greater the impact of flow in live streaming e-commerce on impulsive purchasing. This study aims to provide more effective strategies for live e-commerce companies from other countries influenced by regional differences entering the Chinese market by gaining a deeper understanding of how businesses and e-retailers stimulate consumer purchasing behavior.

참고자료

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