Earticle

초록

영어

Based on the Stimulus–Organism–Response (S-O-R) model, this study examines consumers’ purchase intention in live-streaming e-commerce from cognitive and affective perspectives. In this study, streamer characteristics (expertise, attractiveness, and interactivity) and sense of community (social presence, social trust, and social support) are treated as stimulus variables, while perceived value and flow experience are treated as organism variables. Purchase intention is defined as the response variable. Data were collected from 451 consumers with live-streaming shopping experience, and structural equation modeling (SEM) was used for analysis. The results show that streamer characteristics and sense of community positively influence perceived value and flow experience. In addition, perceived value and flow experience positively affect purchase intention. The findings provide theoretical and practical implications for understanding consumers’ purchase intention in live-streaming commerce environments.

목차

Abstract
I. Introduction
II. Literature Review
1. Live-streaming E-commerce
2. Stimulus–Organism–Response (S-O-R) Theory
3. Flow Theory
III. Research Model and Hypotheses
1. Streamer Characteristics
2. Sense of Community
3. Perceived Value
4. Flow Experience
5. Research Model
IV. Research Method
1. Measurement
2. Data Collection
V. Data Analysis
1. Descriptive Statistics and Correlation Analysis
2. Reliability and Validity Analysis
3. Correlation Analysis
4. Hypothesis Testing
VI. Conclusion
Reference

키워드

저자

• Piao, Yinghua [ Ph. D. Student, Graduate School, Kyonggi University ] 1st author
• Kim, Eunjin [ Professor, College of Software and Management, Kyonggi University ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  콘텐츠와산업 [Journal of Contents and Industry]

• 간기

  격월간

• pISSN

  2765-317X

• 수록기간

  2019~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 600 DDC 700