코로나19로 인해 기존 오프라인 업종이 크게 타격을 입은 반면 소비문화가 전통적인 온라인 진열 판매에서 체험적이고 즉시적인 커뮤니케이션이 가능한 방식으로 전환하고 있다. 그중에 라이브 커머스는 가장 주목을 받는 마케팅 방식으로 부상하고 있다. 이러한 배경 속에서 라이브 커머스에 대한 연구는 활발히 진행되고 있고 관련 연구는 주로 라이브 커머스의 특성, 소비자의 즐거움 및 구매의도에 살펴보았다. 본 연구의 목적은 소비자가 라이브 커머스를 통해 느끼는 즐거움에 영향을 미치는 요인들을 조사하는 것이다. 라이브 커머스의 어떤 특성이 즐거움에 영향을 미치는지에 대한 연구는 의미가 있다고 볼 수 있다.
코로나19로 인해 기존 오프라인 업종이 크게 타격을 입은 반면 소비문화가 전통적인 온라인 진열 판매에서 체험적이고 즉시적인 커뮤니케이션이 가능한 방식으로 전환하고 있다. 그중에 라이브 커머스는 가장 주목을 받는 마케팅 방식으로 부상하고 있다. 이러한 배경 속에서 라이브 커머스에 대한 연구는 활발히 진행되고 있고 관련 연구는 주로 라이브 커머스의 특성, 소비자의 즐거움 및 구매의도에 살펴보았다. 본 연구의 목적은 소비자가 라이브 커머스를 통해 느끼는 즐거움에 영향을 미치는 요인들을 조사하는 것이다. 라이브 커머스의 어떤 특성이 즐거움에 영향을 미치는지에 대한 연구는 의미가 있다고 볼 수 있다.
While the existing offline industry has been hit hard by COVID-19, consumer culture is shifting from traditional online display sales to a way that enables experiential and immediate communication. Among them, live commerce is emerging as the most popular marketing method. Against this background, r...
While the existing offline industry has been hit hard by COVID-19, consumer culture is shifting from traditional online display sales to a way that enables experiential and immediate communication. Among them, live commerce is emerging as the most popular marketing method. Against this background, research on live commerce is being actively conducted, and related studies mainly examined the characteristics of live
commerce, consumer enjoyment, and purchase intention. The purpose of this study is to investigate the factors that influence the enjoyment that consumers feel through live commerce.
Research on what characteristics of live commerce affect pleasure can be seen as meaningful.
This study is to study the factors that influence the enjoyment that consumers feel through live commerce. To this end, the characteristics of live commerce were set as independent variables in five parts: influencer attractiveness, influencer interaction, live broadcasting realism, live broadcast information, and economic
benefits. In this paper, basic reliability analysis, validity analysis, factor analysis, correlation analysis, and regression analysis were verified through the statistical program SPSS 26.0.
This study specifically analyzed the factors that affect the enjoyment felt by consumers through live commerce, and investigated to verify whether the pleasant emotions received by consumers through characteristics affect purchase intention. The results of the study showed that the attractiveness of influencer,
the interaction of influencer, the realism of live broadcasting, the informability of live broadcasting, and economic benefits were all adopted and had a positive (+) effect on consumer enjoyment.
This study aims to secure corporate value by understanding consumer psychological needs among live commerce and maintaining a good relationship between companies and consumers during live commerce. It can also provide strategic measures to new companies that want to enter the live commerce market in the future.
While the existing offline industry has been hit hard by COVID-19, consumer culture is shifting from traditional online display sales to a way that enables experiential and immediate communication. Among them, live commerce is emerging as the most popular marketing method. Against this background, research on live commerce is being actively conducted, and related studies mainly examined the characteristics of live
commerce, consumer enjoyment, and purchase intention. The purpose of this study is to investigate the factors that influence the enjoyment that consumers feel through live commerce.
Research on what characteristics of live commerce affect pleasure can be seen as meaningful.
This study is to study the factors that influence the enjoyment that consumers feel through live commerce. To this end, the characteristics of live commerce were set as independent variables in five parts: influencer attractiveness, influencer interaction, live broadcasting realism, live broadcast information, and economic
benefits. In this paper, basic reliability analysis, validity analysis, factor analysis, correlation analysis, and regression analysis were verified through the statistical program SPSS 26.0.
This study specifically analyzed the factors that affect the enjoyment felt by consumers through live commerce, and investigated to verify whether the pleasant emotions received by consumers through characteristics affect purchase intention. The results of the study showed that the attractiveness of influencer,
the interaction of influencer, the realism of live broadcasting, the informability of live broadcasting, and economic benefits were all adopted and had a positive (+) effect on consumer enjoyment.
This study aims to secure corporate value by understanding consumer psychological needs among live commerce and maintaining a good relationship between companies and consumers during live commerce. It can also provide strategic measures to new companies that want to enter the live commerce market in the future.
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