The Effect of Tourism Live Streaming Commerce Attributes on Customer Viewing Experience and Subscribe Intention

서지정보

· 발행기관 : 한국유통물류정책학회
· 수록지 정보 : 유통물류연구 / 10권 / 1호 / 111 ~ 123페이지
· 저자명 : 이임택, 박영근, 박재진

초록

With the rapid development of the Internet, live commerce is increasingly being used as a means of shopping by many people. In recent years, various products have been sold using live commerce. Live commerce is a new business model that allows users to more intuitively understand product information and purchase products quickly and easily.
In this study, a survey was conducted on customers who viewed tourism live commerce from the perspective of tourism products, and the factors influencing users watching live commerce, customer viewing experience, subscription intention were identified. As a result of the empirical analysis, it was found that product introduction and emotional transmission had a positive effect on the customer viewing experience. In addition, customer viewing experience was found to have a positive effect on subscription intention. As a result of verifying the mediating effect of customer viewing experience, customer viewing experience played a mediating role in live commerce attributes and subscription intention. It was found that product introduction and emotional transmission are very important to increase customer viewing experience of live commerce. In addition, it was found that live commerce attributes that affect customer viewing experience are important in order to increase users’ subscription intentions.

참고자료

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