Due to the nature of live commerce, which has the characteristics of both live streaming and e-commerce, it is necessary to distinguish between the viewing intention to watch the live commerce and the purchase intention to purchase the product in the live commerce. Therefore, this study intends to examine the influence of the host, system, and service attributes of live commerce on viewing intentions and purchase intentions from the perspective of the generation MZ. This study assumes that the host attributes of live commerce will have a positive affect on viewing intention, the system attributes of live commerce will have a positive affect on purchase intention, and the service attributes of live commerce will have a positive effect on the viewing intention and purchase intention. In order to verify this, a survey will be conducted targeting the generation MZ.
저자
Pilgyun Kang [ Chungbuk National University Global Studies on Management Information Science ]
DongBack Seo [ Department of Management Information Systems, Chungbuk National University ]
Corresponding author
