Earticle

초록

영어

The ultimate purpose of Live Streaming Commerce, which has recently attracted attention as a new e-commerce platform, is to induce viewers to make continuous purchases. In this study, the process of live streaming commerce and influencer characteristics (stimulus) leading to repurchase intention (response) through parameters (organic) was empirically investigated by applying a stimulus-organic-reaction (S-O-R) model widely used in psychology, centering on the Chinese live streaming commerce platform. Specifically, the live streaming commerce characteristics were defined as interactivity, entertainment, information, and economics, while the influencer characteristics were defined as reliability, expertise, and attractiveness. Flow and satisfaction were set as parameters, and repurchase intention was set as dependent variables. As a result of conducting an empirical analysis on 410 Chinese viewers, it was found that all characteristic variables except for information characteristic of live streaming commerce and reliability characteristic of influencers had a significant effect on repurchase intention through flow and satisfaction. The results of this study are expected to provide useful information to live streaming commerce practitioners about which platform characteristics and influencer characteristics should be focused and improved to increase viewers' flow and satisfaction, thereby increasing repurchase intention.

목차

Abstract
Ⅰ. 서론
Ⅱ.이론적 배경
2.1 라이브 스트리밍 커머스에 관한 연구
2.2 인플루언서에 관한 연구
2.3 플로우 관한 연구
2.4 만족도에 관한 연구
2.5 재구매 의도에 관한 연구
2.6 S-O-R 이론
Ⅲ.연구모형 및 가설
3.1 연구모형
3.2 연구가설 설정
3.3 설문지 구성
Ⅳ.실증분석
4.1 조사의 표본설계 및 자료수집
4.2 신뢰성 및 타당성 검증
4.3 연구가설 분석
Ⅴ. 결론
5.1 연구의 시사점 및 연구 요약
5.2 연구의 한계점 및 향후 연구방향
Ⅵ.참고문헌

저자

• Fan He [ Graduate School of International Business Cooperative Course Dongguk University ]
• Young-Chan Lee [ College of Management and Economics Dongguk University, Gyeongju ]

참고문헌