Earticle

초록

영어

As COVID-19 spreads, live streaming commerce is progressively evolving into a new business model. Parallel to this, the live broadcast commerce has entered a period of explosive growth and rising interest. The social atmosphere is shifting swiftly towards the age of Untact economy, marked by characteristics like social distancing, which have hardened in the aftermath of the pandemic, and live streaming commerce, a kind of e-commerce centered on real-time interaction. China's streaming economy is growing at a staggering rate. In this study, the factors affecting the purchase intention of live commerce are distinguished into the characteristic dimensions of influencers (Trustworthiness, Attractiveness, and Professionality) and the selection attributes centered on TikTok platform (Informality, Interactivity), and the influence of each component and the moderating effect of gender are investigated. Although 273 questionnaires were completed, only 219 valid responses were selected for analysis. Prior to conducting the primary statistical analysis, a confirmatory factor analysis was undertaken to assess the scale's reliability and validity. Afterwards, a multiple regression analysis was performed to verify the hypothesis. The control regression analysis and straightforward slope verification of the control effect were performed in order to confirm the control effect of gender. The results are as detailed below. The influencer's credibility (Trustworthiness, Attractiveness, and Professionality) was found to have a favorable impact on purchase intention, and the choice attribute of the platform (Informality, Interactivity) was also found to have a substantial impact on purchase intention. As a consequence of gender input, it was confirmed that the influence of influencers on purchase intentions varied by gender. Increases in the influencer's attractiveness are associated with increased spending by women but a decrease in spending by men. It was proposed that, in the future, gender-specific content strategies can be required, particularly for men. In light of the results of this study's research, expanding live streaming commerce can be a worthwhile consideration, and e-commerce marketing strategies will serve as a useful foundation upon which information can be utilised to assure desired outcomes. In addition, it forecasts that the results will have practical ramifications for TikTok operators domestically and internationally. It has important implications for the gendered future of live-business production as a whole.

목차

Abstract
1. 서론
2. 이론적 배경
2.1 인플루언서의 특성
2.2 플랫폼의 선택속성
2.3 성별
2.4 구매의도
3. 연구모형 및 가설
3.1 연구모형
3.2 연구가설
3.3 변수의 조작적 정의 및 측정도구
4. 실증연구
4.1 자료수집 및 분석방법
4.2 신뢰성 및 타당성 분석
4.3 연구가설의 검증결과
4.4 조절효과 가설검증
5. 결론
5.1 연구결과
5.2 학술적 시사점
5.3 실무적 시사점
5.4 한계점 및 향후 연구방향
참고문헌

키워드

저자

• 장염군 [ Zhang, Yanjun | 동명대학교 경영학과 ]
• 강윤희 [ Kang, Yoonhee | 동명대학교 글로벌비즈니스학과 ] Corresponding author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  Journal of China Studies

• 간기

  계간

• pISSN

  1975-5902

• eISSN

  3022-5590

• 수록기간

  2006~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 912 DDC 951