Earticle

초록

한국어

As a new trend, live commerce offers a unique ecosystem within digital platforms reshaping consumer interactions that facilitates real-time product evaluation and informed decision-making. The theoretical lens, grounded in the S-O-R framework and involvement theory, investigates the interactivity factors of the live-streamer and the live platform. The data was collected from 448 live commerce users to empirically test the conceptual model. Using hybrid SEM-ANN analysis, the findings reveal that the perceived similarity, expertise, and familiarity of the streamer, as well as synchronicity & two-way communication, positively influence consumers’ cognitive and affective involvement. Specifically, perceived similarity showed the strongest influence on involvement. However, the relationship between active control and consumer involvement couldn’t be established. In particular, affective involvement exerted a relatively stronger impact on purchase intention than either flow or cognitive involvement. The findings offer insights on essential strategic decisions for e-retail platform investing in live commerce.

목차

ABSTRACT
Ⅰ. Introduction
II. Theoretical Background
2.1. The S-O-R Framework
2.2. Involvement Theory
Ⅲ. Research Model and Hypothesis Development
3.1. The Effect of Live-Streamer Interpersonal Interaction Factors
3.2. The Effect of Live Platform Interactivity Factors on Consumer Involvement
3.3. Consumer Involvement towards Flow and Purchase Intention
3.4. Flow and Purchase Intention
Ⅳ. Research Methodology
4.1. Questionnaire Design
4.2. Data Collection
Ⅴ. Research Analysis
5.1. Assessment of Measurement Model
5.2. Structural Model
Ⅵ. Discussion
Ⅶ. Research Implications
7.1. Theoretical Implications
7.2. Managerial Implications
Ⅷ. Limitations and Future Research Directions

저자

• Muskan Miglani Aggarwal [ Research Scholar, University School of Business, Chandigarh University, Mohali, Punjab, India ]
• Nilesh Arora [ Professor, University School of Business, Chandigarh University, Mohali, Punjab, India ] Corresponding Author

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