라이브 커머스 소비자의 시청의도 및 구매의도에 영향을 미치는 요인: 중국 타오바오 플랫폼을 중심으로 (Factors Influencing Live Commerce Consumers’ Watching and Purchase Intentions: Focusing on the Taobao Platform in China)

서지정보

· 발행기관 : 한국인터넷전자상거래학회
· 수록지 정보 : 인터넷전자상거래연구 / 21권 / 2호 / 53 ~ 78페이지
· 저자명 : 김소담, 황자유, 양성병

초록

COVID-19 has created a new lifestyle in many social and economic activities, which leads to influencing the e-commerce market. A new type of e-commerce called “Live Commerce” has emerged in the form of a combination of streaming video and e-commerce. Despite the growth potential and the importance of live commerce, prior studies have been conducted by considering only some part of it: platforms, sellers, and consumers. Therefore, this study aims to empirically investigate influencing factors of intention to watch and purchase in a live commerce platform. The research model was developed based on the consideration of unique factors of live commerce and the Stimulus-Organism-Response (S-O-R) framework. This study found major influencing factors of intention to watch and purchase from the result of structural equation model (SEM) testing with 298 responses from users of Taobao Live. The findings of this study could help formulate strategies and provide practical insights for live commerce platforms to increase sales by presenting influencing factors influencing watching and purchase intentions.

영어초록

COVID-19 has created a new lifestyle in many social and economic activities, which leads to influencing the e-commerce market. A new type of e-commerce called “Live Commerce” has emerged in the form of a combination of streaming video and e-commerce. Despite the growth potential and the importance of live commerce, prior studies have been conducted by considering only some part of it: platforms, sellers, and consumers. Therefore, this study aims to empirically investigate influencing factors of intention to watch and purchase in a live commerce platform. The research model was developed based on the consideration of unique factors of live commerce and the Stimulus-Organism-Response (S-O-R) framework. This study found major influencing factors of intention to watch and purchase from the result of structural equation model (SEM) testing with 298 responses from users of Taobao Live. The findings of this study could help formulate strategies and provide practical insights for live commerce platforms to increase sales by presenting influencing factors influencing watching and purchase intentions.

참고자료

· 없음