Earticle

초록

영어

Live-streaming commerce has gained popularity in recent years, shifting users’ shopping patterns from traditional experiences to real-time interactions, by delivering information and entertainment to users. Drawing upon the stimulus–organism–response (SOR) framework, this study investigates the influence of perceived live-streaming affordance and perceived streamer characteristics on users’ cognitive and emotional states (enjoyment, psychological distance, trust) and behavioral response (purchase intention) from a live-streaming commerce perspective. The data were collected through a survey administered to South Korean respondents with prior experience in using live-streaming commerce. The partial least squares structural equation modeling (PLS-SEM) method was used to verify the relationships proposed in the model. The results showed that perceived live-streaming affordance and perceived streamer characteristics have a positive impact on enjoyment and trusting the seller, reducing psychological distance and promoting users’ purchase behavior. The results provide theoretical and practical insights into the psychological mechanisms of live-streaming commerce that influence the psychological distance felt by users towards the products. Relevant managerial implications are discussed.

목차

B S T R A C T
Ⅰ. Introduction
Ⅱ. Literature Review
2.1. Live-streaming Commerce
2.2. IT Affordance
2.3. Source Credibility
Ⅲ. Research Model and Hypothesis
3.1. Stimulus - Organism – Response Framework
3.2. Effect of IT Affordance on Enjoyment,Psychological Distance, and Trust
3.3. Effect of Streamer Characteristics onEnjoyment, Psychological Distance, andTrust
3.4. Effect of Enjoyment, Psychological Distance,and Trust on Live-streaming CommercePurchase Intention
Ⅳ. Methodology
4.1. Data Collection
4.2. Measures
Ⅴ. Data Analysis and Results
5.1. Measurement Model
5.2. Measurement Model
Ⅵ. Discussion and Implications
6.1. Discussion of Findings
6.2. Academic Implications
6.3. Practical Implications
6.4. Limitations and Future Research Directions

저자

• Jinyoung Nam [ Postdoctoral Researcher, Institute of Communication Research, Seoul National University, Korea ]
• Hanbyul Choi [ Assistant Professor, Department of Management Information Systems, Dong-A University, Korea ]
• Yoonhyuk Jung [ Professor, School of Media and Communication, Korea University, Korea ] Corresponding author

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