Earticle

초록

영어

Live streaming commerce has gained popularity over the recent years, shifting users’ shopping patterns from traditional shopping experiences to the users’ striving towards real-time interactions. Drawing upon the stimulus–organism–response (SOR) framework, this study investigates environmental stimuli effects, with the focus on environment-consumer and streamer-consumer interactions, from a live streaming commerce context on viewers’ internal states (enjoyment, psychological distance, trust) and the response (purchase intention). The data were collected through a survey for the respondents that have used the live streaming commerce before. The PLS SEM method was used to verify the relationships proposed in the model. The theoretical and managerial implications are discussed.

목차

Abstract
Introduction
Research background
SOR framework
Hypotheses development
Results
Methods
Discussion
References

저자

• Jinyoung Nam [ School of Media and Communication, Korea University ]
• Yoonhyuk Jung [ School of Media and Communication, Korea University ]

참고문헌