Earticle

초록

영어

The development of technology and media and the pursuit of non-face-to-face communication due to the COVID-19 pandemic have increased the influence of live commerce, a real-time streaming shopping channel. This study built a theoretical model of IT affordance (visibility, guidance shopping, trading, and meta-voicing), and it conducted an empirical analysis on how live commerce affects engagement with customers in South Korea through survey data on 428 individuals who have used live commerce. In addition, this study performed four types of scenario experiments on whether social cues and engagement influence customer engagement. Hence, this study verified the importance of understanding the meaning of IT affordance for live commerce.

목차

Abstract
Introduction
Literature Review
Live commerce
Affordance lens
Para-social Interaction Theory
Customer engagement
Research model and hypotheses
Methodology
Measurement Development
Sampling and data collection
Results
Demographic statistics
Structural model
Conclusion
References

저자

• Eunji Choi [ College of Business, Gachon University ]
• Seongmin Jeon [ College of Business, Gachon University ]

참고문헌