타오바오 라이브 커머스 시스템의 특성, 정보의 특성, 앵커의 특성이 중국 소비자의 한국제품 구매의도에 미치는 영향

Abstract

The purpose of this study is to verify the effect of system characteristics, information characteristics, and anchor characteristics perceived by live commerce users on viewer immersion and purchase intention, and to verify the mediating effect of viewer entry in this relationship. To this end, a survey was conducted on users of the Taobao Live Broadcasting Platform in China, and a total of 424 copies were used as analysis data. The analysis results and implications First, looking at the hypothesis verification results of system characteristics perceived by live commerce platform users on viewer commitment, economy and convenience were found to have a significant positive (+) effect on viewer commitment, and performance uncertainty was found to have a significant negative (-) effect on viewer commitment, but personal security risk did not significantly affect viewer commitment. This shows that the more users of the live commerce platform recognize that the stronger the economic feasibility, the more they are able to watch without restrictions on location, the more immersed they are in watching the live commerce platform. Therefore, in order to make viewers more immersed in live broadcasting, China's Taobao Live Broadcasting should strive to provide better economic benefits to improve economic feasibility, and it is believed that technological investment should be made to provide a more convenient system for convenience. Second, looking at the hypothesis verification results of the system characteristics perceived by live commerce users on purchase intention, it was found that economy and convenience had a significant positive (+) effect on purchase intention, and personal security risk had a significant negative (-) effect on purchase intention. However, performance uncertainty was found to have no significant effect on purchase intention. This shows that the more the user's perceived economic characteristics of the system are perceived, the better the purchase intention through the live commerce platform is. Therefore, in order to improve the purchase intention of more users, Taobao Live Broadcasting in China should strive to provide better economic benefits to improve economic feasibility, and it is believed that technological investment should be made to provide a more convenient system for convenience. Third, it was found that both reliability and usefulness had a significant positive (+) effect on viewer commitment and purchase intention when examining the hypothesis verification results of information characteristics perceived by live commerce platform users. This is believed to be because the more users of the live commerce platform believe the product through live broadcast and the more they perceive the information provided by the live commerce platform as useful, the stronger the viewer commitment to live broadcasting and the better the purchase intention. Therefore, it is believed that China's Taobao Live platform should strive to improve the reliability of information and provide usefulness for the continuous maintenance of existing users. Fourth, it was found that interactivity had a significant positive (+) effect on viewer commitment and purchase intention by examining the hypothesis verification results of anchor characteristics perceived by live commerce platform users. It is believed that the more communication there is with the broadcasting host of the live commerce platform, the better the product can be understood, so the higher the viewer commitment and purchase intention will be. Fifth, looking at the hypothesis verification results of live commerce platform users' audience commitment on purchase intention, it was found that the user's audience commitment to the live broadcast platform had a significant positive (+) effect on purchase intention. It can be seen that the higher the viewer commitment to the live commerce platform, the stronger the purchase intention for Korean products. Therefore, it is believed that China's Taobao Live platform should make efforts to identify factors that can improve viewing commitment in order for existing users to improve their purchase intention for Korean products. Sixth, looking at the hypothesis verification results on the mediating effect of viewer immersion in the relationship between system characteristics and purchase intention perceived by live commerce users, it was found that economy and convenience mediate viewer immersion and have a significant positive (+) indirect effect on purchase intention. It can be seen that the higher the economic and convenience of the characteristics of the live commerce system, the better the viewer immersion, and this effect leads to purchase intention. Therefore, it is believed that China's Taobao Live Platform should strive to develop a more economical and convenient live broadcast system in order to increase users' purchase intention. Seventh, looking at the hypothesis verification results on the mediating effect of viewer immersion in the relationship between information characteristics perceived by users of live commerce and purchase intention, it was found that the reliability and usefulness of information characteristics had a significant positive (+) indirect effect on purchase intention by mediating viewer immersion. It can be seen that the higher the reliability and usefulness of the information characteristics of the live commerce platform, the better the viewer immersion, and this effect leads to purchase intention. Therefore, it is believed that China's Taobao Live platform should strive to increase the reliability and usefulness of information in order to increase the user's purchase intention. Ninth, looking at the hypothesis verification results on the mediating effect of viewer immersion in the relationship between anchor characteristics and purchase intention perceived by live commerce users, it was found that the expertise and interactivity of anchor characteristics had a significant positive (+) indirect effect on purchase intention by mediating viewer immersion. Therefore, in order to improve the user's purchase intention, broadcasting hosts should strive to acquire a lot of expertise before participating in broadcasting and to increase the audience's immersion by preparing to facilitate communication with viewers.