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패션 제품 소셜 라이브 스트리밍 서비스(SLSS)의 인지적 공유를 통한 서비스품질 지각과 구매경험의 조절효과
Perceived Service Quality through Cognitive Communion of Social Live Streaming Service (SLSS) of Fashion Product and Moderating Effect of Purchasing Experience 원문보기

한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.44 no.4, 2020년, pp.639 - 656  

송예진 (서울대학교 의류학과) ,  이유리 (서울대학교 의류학과)

Abstract AI-Helper 아이콘AI-Helper

Consumers' shopping experience has recently expanded to mobile and social networks; in addition, online fashion retailers started to focus on real-time interaction services as an emerging marketing tool. This study explores the consumer' shopping experience based on social live streaming services (S...

주제어

질의응답

핵심어 질문 논문에서 추출한 답변
SLSS만의 차별화된 장점은 무엇인가? 많은 패션 리테일러로부터 활용되고 있는 다양한 마케팅 도구 중 SLSS만의 차별화된 장점은 다음과 같다. 먼저, SLSS를 통한 제품 홍보 및 판매는 소비자와 직접적인 소통이 어려운 이미지나 영상 광고와는 다르게 SNS상에서 소비자와 판매자를 실시간으로 연결해주며 쌍방향 소통을 가능하게 한다. 또한, 콘텐츠(예: 의류, 신발, 화장품, 건강식품 등)에 대한 정보를 시간과 공간의 제약 없이 SNS 사용자들 간 자유롭게 공유할 수 있게 한다. 뿐만 아니라, SLSS를 통한 마케팅 활동은 낮은 투자 비용 대비 큰 효과를 볼수 있어 소상인, 인플루언서, 엔터테이너, 영상 크리에이터, 일반 SNS 사용자 등과 같이 누구나 쉽게 접근할 수 있으며, SLSS를 통해 판매와 마케팅을 동시에 수행하는 높은 효율성을 가진다. 마지막으로, SLSS 는 소비자들과 실시간으로 직접 소통하기 때문에 브랜드 인지도, 신뢰도 및 팬덤 향상에 기여할 수 있는 기회를 제공해준다.
SLSS는 어떠한 목적을 가지고 있는가? SLSS는 SNS에 실시간 생중계 기능이 도입된 서비스로, 영상 제공자(Producer)가 원하는 콘텐츠를 SNS 사용자에게 생중계로 공유할 기회를 제공하는 목적을 가지고 있다(Lim et al., 2012).
소셜 라이브 스트리밍 서비스는 어떠한 쇼핑 플랫폼인가? 특히, 손쉬운 모바일 사용은 온라인에서 사용자 간에 상호작용할 기회를 제공하게 되었다. 이에 모바일에서 간편하고 편리한 쇼핑을 가능하게 한 M-커머스(M-Commerce)와 상호작용과 소통의 장인 소셜 네트워크 서비스 (Social Network Service; SNS)를 접목한 새로운 쇼핑 플랫폼인 소셜 라이브 스트리밍 서비스(Social Live Streaming Service; 이하 SLSS라고 함)의 탄생은 패션 유통시장에 새로운 변화를 일으켰다.
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