Earticle

초록

영어

Drawing on the Stimulus-Organism-Response (S-O-R) paradigm and source credibility theory, this study investigates how influencer attributes (trustworthiness, reputation, expertise, expressiveness, and attractiveness) differentially impact hierarchical consumer engagement stages —observational, conversational, and action participation—in the Chinese live commerce context. Using a sample of 500 Chinese consumers collected in October 2025, the research employed Structural Equation Modeling (SEM) and path coefficient difference tests to examine the structural relationships between these variables. The findings reveal that influencer attributes exert heterogeneous effects across engagement stages. Expressiveness dominates observational participation, significantly outperforming attractiveness in capturing initial attention. In the conversational stage, trustworthiness emerges as the critical psychological mechanism for encouraging interaction. For action participation (purchase/sharing), no single attribute dominates; instead, reputation, expertise, and expressiveness function complementarily to facilitate high-risk decision-making. Theoretically, this research advances the literature by shifting from a unidimensional conceptualization of consumer engagement to a granular, hierarchical framework that captures the evolving nature of participation in live commerce. Practically, it provides brands with stage-specific strategies for influencer selection: prioritizing expressiveness for reach, trustworthiness for engagement, and balanced, multi-capable influencers for sales conversion. This study contributes to the marketing literature by offering a nuanced understanding of how influencer characteristics drive consumer behaviors at distinct stages, which can inform both academic research and practical marketing decisions. Additionally, the research methodology, using SEM and hierarchical engagement modeling, demonstrates a rigorous approach suitable for complex consumer interaction analysis in digital commerce environments. Future studies may extend this framework by incorporating cross-cultural comparisons or longitudinal data to examine dynamic changes in engagement over time.

목차

Abstract
1. 研究背景与目的
2. 理论背景与研究假设
2.1 直播电商与网红特性
2.2 消费者参与类型
2.3 研究假设
3. 研究设计与方法
3.1 数据收集与样本特征
3.2 变量的操作性定义与测量
4. 实证分析结果
4.1 信度与效度检验
4.2 结构模型分析与假设检验
4.3 路径差异检验
5. 讨论
6. 结论
6.1 研究总结与启示
6.2 研究局限与未来研究方向
参考文献

키워드

저자

• 元骁汉 [ 원효한 | 韩国 国民大学 媒体与广告学部 ]
• 李昌炫 [ 이창현 | 韩国 国民大学 媒体与广告学部 ] 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