라이브 커머스 특성과 인플루언서 특성이 소비가치와 구매의도에 미치는 영향에 관한 연구

Abstract

With the rapid development of network technology, people's lifestyles are constantly changing. The rapid growth of online e-commerce platforms has changed people's consumption habits, and shopping has shifted from offline to online shopping. Live commerce, which combines live streaming and e-commerce, debuted in China in 2016 and is rapidly gaining popularity in many countries around the world, including South Korea. As a result of COVID-19 in 2020, the consumer tendency has also shifted to non-face-to-face consumption. With this change in consumption patterns, many companies are joining the ranks of live commerce. Live Commerce offers real-time video and chat capabilities, allowing two-way communication and sharing of product information, and live commerce for influencers or sellers, allowing consumers to purchase products immediately while watching the show. The purpose of this study is to find out how the characteristics of live commerce and influencer characteristics affect hedonic value and utilitarian value, and to verify the positive impact on consumers' purchase intention. Also, to analyze how Korean consumers differ from Chinese consumers in live commerce. Based on prior research, I chose entertainment, information, and economy as the characteristics of live commerce, and attractiveness, reliability, professionalism, and interactivity as the characteristics of influencer. This study was conducted with 144 Korean consumers and 217 Chinese consumers who had experience in using live commerce. Basic statistical analysis and analysis of differences between the two groups were performed using SPSS 26.0, and structural model analysis was performed using SmartPLS 3.0. The results of the study are as follows. First, the relationship between the characteristics of live commerce and the hedonic value and utilitarian value. In the case of Korea, information has no effect on hedonic value and utilitarian value, and economy has no effect on hedonic value, while all others have meaningful effects. In the case of China, information has no effect on hedonic value, but all others have meaningful effects. Secondly, the relationship between influencer's characteristics and the hedonic value and utilitarian value. The survey shows that in Korea, professionalism has no effect on pleasure value, and all others have significant effect. In the case of China, attractiveness has no effect on utilitarian value, professionalism has no effect on hedonic value, and all others have significant effects. Third, the effect relationship between hedonic value and utilitarian value and purchase intention has a significant effect for both Korea and China. The significance of this study is as follows. First, this study empirically verifies the effect relationship between the characteristics of live commerce, influencer characteristics, consumption value, and purchase intention. Second, this study is academically significant in terms of comparing and analyzing live commerce in Korea and China.