Earticle

초록

영어

With the development of technology and media and the pursuit of non-face-to-face due to the corona pandemic, the influence of live commerce, a real-time streaming shopping channel, is growing. Starting from China, the popularity of live commerce is growing all over the world, and it has become an interesting topic among many practitioners and researchers. However, compared to its popularity, there are few studies on live commerce. Therefore, we build a theoretical model in terms of IT affordance such as visibility, guidance shopping, trading, and meta-voicing and investigate how live commerce affects engagement with customers. We empirically measure 428 individuals who have used live commerce using survey data. In addition, we conduct four types of scenario experiments on whether social cues on exposures of other consumers, influence customer engagement. Our results show that trading affordance has the most significant effect. This shows that the live commerce platform may want to devise a program that helps make payment easier for users who prefer a quick and simple process. Our study contributes to the literature by presenting the importance of IT affordance for live commerce.

목차

ABSTRACT
Ⅰ. Introduction
Ⅱ. Theoretical Perspective and Literature Review
2.1. Live Commerce
2.2. Affordance lens
2.3. Para-Social Interaction Theory
2.4. Social Cues
2.5. Price Involvement
Ⅲ. Research Model and Hypotheses Development
3.1. Visibility Affordance and Live Commerce Engagement
3.2. Guidance Shopping Affordance and Live Commerce Engagement
3.3. Trading Affordance and Live Commerce Engagement
3.4. Meta-Voicing Affordance and Live Commerce Engagement
3.5. Para-Social Interaction and Engagement
3.6. Social Cues/ Price Involvement and Engagement
Ⅳ. Research Design
4.1. Questionnaire Design and Variable Measurements
4.2. Data Collection
Ⅴ. Data Analysis and Results
5.1. Reliability and Validity Tests
5.2. Model Fitting and Hypotheses Testing
5.3. The Mediating Effect of Para-Social Interaction.
5.4. The Moderating Effect of Social Cues and Involvement.
Ⅵ. Conclusions and Discussions
6.1. Discussion
6.2. Theoretical Implications
6.3. Practical Implications
6.4. Limitations and Future Research Directions

저자

• Eunji Choi [ Ph.D. Candidate, College of Business, Gachon University, Korea ]
• SeongMin Jeon [ Associate Professor, College of Business, Gachon University, Korea ] Corresponding Author

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