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라이브커머스 품질특성과 구매의도와의 관계: 고객 관여도의 조절효과
Moderating Effect of Customer Involvement on the relationship of Live-commerce quality and intention to purchase 원문보기

Journal of the convergence on culture technology : JCCT = 문화기술의 융합, v.8 no.6, 2022년, pp.959 - 969  

안동희 (한국공학대학교 경영학부)

초록
AI-Helper 아이콘AI-Helper

이 연구는 라이브커머스의 품질요인이 고객의 구매의도에 미치는 영향과, 그 관계에 있어서 고객관여도의 조절효과에 대해 분석하는 것을 목적으로 한다. 연구를 위해 라이브커머스를 사용하는 대학생 및 일반인을 대상으로 설문조사를 실시하였으며, 데이터분석을 위해 신뢰도분석, 요인분석, 분산분석, 회귀분석을 실시하였다. 라이브커머스의 품질요인은 콘텐츠, 시스템, 서비스, 쇼호스트 특성으로 구분하였으며, 고객관여도는 상품관여도와 서비스관여도로 나누어 분석하였다. 연구결과 각 품질요인은 모두 고객의 구매의도에 정(+)의 영향을 미쳤다. 한편 고객의 상품관여도는 콘텐츠 및 시스템 품질에, 서비스관여도는 서비스 및 쇼호스트 특성에 유의적인 조절효과가 있었으며, 각 품질요인이 구매의도에 미치는 정도는 고객관여도가 높을수록 더 높게 나타났다. 본 연구는 라이브커머스의 품질요소와 구매의도간의 관계에서 고객관여도가 어떤 조절효과가 있는지 학술적인 성과를 추가하였고, 라이브커머스에서 고객의 구매를 유도하기 위해 개별 고객의 상품관여도 및 서비스관여도 정도를 고려하여 맟춤식 지원을 해야 한다는 실무적 시사점을 제공한다.

Abstract AI-Helper 아이콘AI-Helper

This study aims to explore the effect of quality factors and customer involvement on users' intention to purchase in the live-commerce context. For this purpose, statistical methods such as reliability test, factor analysis, ANOVA, regression analysis were carried out using the survey data from live...

주제어

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