References
- Ahn, J., & Choi, Y.(2016). Characteristics of the Viewing Community in Personal Web-Casting, Korean Journal of Broadcasting and Telecommunication Studies, 30(2), 5-53.
- Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A., & Wood, S.(1997). Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic marketplaces. Journal of marketing, 61(3), 38-53. https://doi.org/10.2307/1251788
- Amos, C., Holmes, G., & Strutton, D.(2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness. A quantitative synthesis of effect size. International Journal of Advertising, 27(2), 209-234 https://doi.org/10.1080/02650487.2008.11073052
- Byun, S. W.(2019). The Influence of YouTube Attributes on the Purchase Intention of Fashion Products: The Mediating Effect of Content Flow and Channel Continuance Usage Intention, Doctoral dissertation, Kyung Hee University.
- Cann, A., Calhoun, L. G., & Banks, J. S.(1997). On the role of humor appreciation in interpersonal influence perspective. Journal of Marketing, 54(3), 68-81. https://doi.org/10.2307/1251817
- Celine D.(2017). Why is "live shopping" a hit in China?, Innovation Is Everywhere, https://innovationiseverywhere.com/live-shopping-hit-china/.
- Chen, M. T.(2018). The Effects of Fashion Social Curation shopping App Characteristics and Attributes of Fashion SNS stars on the Purchase Intention and Continuous Use Intention of Chinese Consumers Focusing on the Moderating Effect of Consumer's Expertise, Master thesis, Konkuk University.
- Csikszentmihalyi, M., & Csikszentmihalyi, I.(1975). Beyond boredom and anxiety(Vol. 721). San Francisco: Jossey-Bass.
- De Wulf, K., Schillewaert, N., Muylle, S., & Rangarajan, D. (2006). The role of pleasure in web site success. Information & Management, 43(4), 434-446. https://doi.org/10.1016/j.im.2005.10.005
- Engel, J. F., Blackwell, R. D., & Miniard.(1990). Consumer behavior. New York : Holt, Rinehart and Winston, 6th ed.
- Gao, L., & Bai, X.(2014). Online consumer behaviour and its relationship to website atmospheric induced flow: Insights into online travel agencies in China. Journal of Retailing and Consumer Services, 21(4), 653-665. https://doi.org/10.1016/j.jretconser.2014.01.001
- Hakim, C.(2010). Erotic Capital. European Sociological Review, 26(5), 499-518. https://doi.org/10.1093/esr/jcq014
- HAO, YINGYING.(2020). The Effect of the Broadcasting and Media Characteristics of Live Streaming on Purchase Intention of Chinese Consumers: Focusing on the Analysis of Taobao Live Streaming Platform. Master thesis, Kyung Hee University.
- Hayes, A. F.(2017). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach, NY, Guilford publications
- Haytko, D. L., & Baker, J.(2004). It's all at the mall: exploring adolescent girls' experiences. Journal of Retailing, 80(1), 67-83. https://doi.org/10.1016/j.jretai.2004.01.005
- Hoffman, D. L., & Novak, T. P.(1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations, Journal of Marketing, 60(3), 50-68. https://doi.org/10.2307/1251841
- Hong, D. H., & Jun, J. W.(2016). Effects of Branded Entertainment as MCN (Multi Channel Networks) Content, Locality & Communication, 20(4), 171-194.
- Hong, S. N., & Lee, H. J.(2014). Effects of Purchasing Factors through Social-commerce of Beauty Service on the Consumer Satisfaction and the Repurchasing Intention, KOREA SOCIETY FOR INTERNET INFORMATION, 15(6), 133-144.
- Horton, D., & Wohl, R. R.(1956), Mass communication and para-social interaction: Observations on intimacy at a distance, Psychiatry, 19(3), 215-229. https://doi.org/10.1080/00332747.1956.11023049
- Hyde, A., & Gosschalk, B.(2005). The Business World Will Never be Same: The Contribution of Research to Corporate Governance Post-Enron. International Journal of Market Research, 47(1), 29-44. https://doi.org/10.1177/147078530504700103
- Jung, J. H., & Kim, Y. M.(2013). The Effect of Team Attractiveness on Team Identification, Sponsor Identification, and Team Loyalty of Korea-Japan Professional Baseball Spectator. Korean Journal of Sport Science, 24(1), 57-71. https://doi.org/10.24985/kjss.2013.24.1.57
- Kang, Y. S., & Park, H. J.(2009). The relationship between body image and self-esteem toward appearance care behavior of beauty salon customer. Journal of Korean Cosmetic, 15(1), 363-373.
- Kim, H. C.(2018). A Study on the effect of perceived online shopping mall attribute on trust, commitment, purchasing intention, Journal of The Korea Society of Computer and Information, 23(9), 123-132 https://doi.org/10.9708/JKSCI.2018.23.09.123
- Kim, J. Y.(2017). Effects of Preference for TV Home Shopping Show Host and Show Guest on Preference and Satisfaction for Their Fashion Products and Repurchase Intention, Master thesis, DONGDUK WOMENS UNIVERSITY
- Kim, J. M.(2017). Analysis of the Influence that the Motive to View Internet Live Broadcast has on the Degree of Satisfaction in Viewing and the Intention to Continue Viewing, JOURNAL OF THE KOREAN SOCIETY DESIGN CULTURE, 23(2), 141-152. https://doi.org/10.18208/ksdc.2017.23.2.141
- Kim, Y. R.(2021). Live Media Commerce Issues and Future Challenges(No.1808), National Assembly Research Service.
- Kim, Y. S.(2019). The Impact of Beauty Influencer Information on Cosmetic Brand Switching and Continual Usage. Doctoral dissertation, Konkuk University.
- Ko, T. W., Yeom, S. Y., & Lee, M. Y.(2017). The Effects of Using O2O Fashion Mobile Commerce on Consumers' Attitudes and Intentions: Focused on the Characteristics of Consumers and O2O Mobile Commerce. Journal of Fashion Business, 21(3), 67-79. https://doi.org/10.12940/jfb.2017.21.3.67
- Koo, J. H., & Han, J. S.(2019). The Effect of Social Commerce Factors on Relationship Commitment and Purchase Intention in Hotel Room Product: Focused on Moderating Effect of Social Commerce Involvement, Journal of Tourism and Leisure Research, 31(4), 291-308. https://doi.org/10.31336/jtlr.2019.4.31.4.291
- Lee, C. H.(2020). A Study on the Effect of Mobile Live Commerce Characteristics on the Intention to Purchase, Doctoral dissertation, Soongsil University.
- Lee, E. Y., & Cha, G. S.(2017). The Mediating role of Interpersonal Trust in the physical attractiveness of service employees-service quality relationship. Tourism Research, 42(4), 255-274 https://doi.org/10.32780/KTIDOI.2017.42.4.255
- Lee, H. K., Kim, J. M., Kim, E. T., & Choo, H. J.(2015). The Effects of Chinese Tourists' Perceived Experiential Value on Product and Store Satisfaction, The Society of Fashion and Textile Industry, 17(4), 561-573.
- Lee, J. G., Kwon, J. H., Yoon, S. E., & Jo, H.(2019). Influence of the Characteristics of the Information Source and Message Appeal on Viral Video Advertising, The Journal of Internet Electronic Commerce Resarch, 19(1), 353-368. https://doi.org/10.37272/JIECR.2019.02.19.1.353
- Lim, B. G., & Yang, D. W.(2017). The Marketing Mix Ability of Online Shopping Mall Founder An Empirical Study on the Influence on the Success of ounded: Focused on the Moderating Effect of Entrepreneurship Education, Korean Society of Business Venturing, 12(4), 73-84.
- Lim, J. Y., & Kim, J. M.(2018). Analysis of audience attitude according to AfreecaTV Strategy Simulation Game BJ attributes : Focusing on Viewer Satisfaction, Loyalty, Viewing Purpose, Viewing Attitude, Journal of Communication Design, 62, 106-117.
- Liu, X., Park, J. Y., & Lee, H. E.(2020). The Effect of Wang-Hong Characteristics on Impulse Buying During Live Sale: Based on Women's Clothing Sales in China, JOURNAL OF THE KOREA CONTENTS ASSOCIATION, 20(4), 212-229. https://doi.org/10.5392/JKCA.2020.20.04.212
- Ma, S. F., & Cho, S. H.(2016). The Effect of Advertising"s Interactivity on Korean and Chinese Consumer Attitude toward Advertising, JOURNAL OF THE KOREA CONTENTS ASSOCIATION, 16(7), 91-99. https://doi.org/10.5392/JKCA.2016.16.07.091
- Maignan, I., & Lukas, B. A.(1997). The nature and social uses of the Internet: A qualitative investigation. Journal of Consumer Affairs, 31(2), 346-371. https://doi.org/10.1111/j.1745-6606.1997.tb00395.x
- McMillan, S. J., & Hwang, J. S.(2002). Measures of perceived interactivity: An exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity. Journal of advertising, 31(3), 29-42. https://doi.org/10.1080/00913367.2002.10673674
- Morrow, P. C., McElroy, J. C., Stamper, B. G., & Wilson, M. A.(1990). The effects of physical attractiveness and other demographic characteristics on promotion decisions. Journal of Management, 16(4), 723-736. https://doi.org/10.1177/014920639001600405
- Mun, Y. J.(2007). A Study on the Performance of Online Community Characteristics in Electronic Commerce Environment : Mediating Trust and Flow, Doctoral dissertation, Graduate School of KongJu National University.
- Oh, L. A.(2020). # A live; Live Commerce, Ebestsec Research Center.
- Oh, M. H., & Kim, I.(2014). The Effect of Consumer Attitude toward Fashion Products on SNS's Characteristics to Purchase Intention and On-line Word of Mouth, Journal of the Korean Society of Fashion Design, 14(1), 101-120
- Oh, Y. H., Kim, H. G., & Kim, J. G.(2018). Impact of Service Characteristics of Mobile Shopping Mall on User Satisfaction and Customer Loyalty, The Journal of Internet Electronic Commerce Resarch, 18(1), 227-244.
- Oh, Y. R., & Ko, J. M.(2017). The Influence of Hallyu Texts and Visual Messages in Chinese Cosmetics Advertisement on Consumer Purchase Intention, Journal of Korea Culture Industry, 17(1), 1-8.
- Ohanian, R.(1990). Construction and Validation of a Scale to Measure Celebrity Endorser's Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19(3), 39-52. https://doi.org/10.1080/00913367.1990.10673191
- Park, H. S., & Gwag, W. S(2003). A study on consumers' perception of relations between price and quality. Korean Journal of Consumer and Advertising Psychology, 4(2), 1-21.
- Park, J. G., Park, Y. K., & Jang, J. B(2012). Impact of Service Provider's Expertise and Customer Sociability on Continuous Intention to Use: The Case of IT Services, Journal of Korea Service Management Society, 13(5), 203-220. https://doi.org/10.15706/jksms.2012.13.5.009
- Poddar, A., Donthu, N., & Wei, Y.(2009). Web site customer orientations, Web site quality, and purchase intentions: The role of Web site personality. Journal of Business Research, 62(4), 441-450. https://doi.org/10.1016/j.jbusres.2008.01.036
- Qualman, E.(2012). Socialnomics: how social media transforms the way we live and do business. John Wiley & Sons, Inc, Hoboken, New Jersey.
- Rogers, E. M.(1986). Communication technology. The new media in society. New York: Free Press.
- Seok, B. R., & Kim, H. B.(2019). Effects of motivation to use YouTube beauty channels as one-person media on channel evaluation, product attitude, and purchasing intention. The Korean Journal of Advertising and Public Relations, 21(4), 168-198. https://doi.org/10.16914/kjapr.2019.21.4.168
- Sjoblom, M., & Hamari, J.(2017). Why do people watch others play video games? An empirical study on the Motivations of Twitch Users, Computers in Human Behavior, 75, 985-996. https://doi.org/10.1016/j.chb.2016.10.019
- Song, R.(2020). The Effects of Interaction and Relationship Quality on Chinese Consumers ' Purchase Intention in Live Streaming on Social Commerce: Moderating Role of Social Support in the Dual Mediation Role of Social Presence and Flow, Doctoral dissertation, Suwon University.
- Song, Y. J., & Lee, Y. L.(2020). Perceived Service Quality through Cognitive Communion of Social Live Streaming Service (SLSS) of Fashion Product and Moderating Effect of Purchasing Experience, Journal of the Korean Society of Clothing and Textiles, 44(4), 639-656. https://doi.org/10.5850/JKSCT.2020.44.4.639
- Song, Y. T., & Lee, J. H.(2021). Effects of Live Commerce Attributes and Influencer Attributes on Repurchase Intention of Beauty and Fashion Products. Korea Research Academy of Distribution and Management Review, 24(1), 37-56.
- Song, Y. T.(2021). The Effects of Live Commerce Customer's Repurchase Intention:Focused on Beauty, Fashion and Entertainment, Doctoral dissertation, Kongju National University.
- Sousa, A., Nobre, H., & Farhangmehr, M.(2018). An empirical study about the influence of country personality and product involvement on consumer's purchase and visit intentions. Journal of Asian Finance, Economics and Busines, 5(3), 65-72. https://doi.org/10.13106/jafeb.2018.vol5.no3.65
- Spake, D. F., & Megehee, C. M.(2010). Consumer sociability and service provider expertise influence on service relationship success. Journal of Services Marketing, 24(4), 314-324. https://doi.org/10.1108/08876041011053024
- Tak, J. Y., & Shi, Y.(2013). A Study on the Influence of Chinese TV Home Shopping Show Hosts' Impression on Consumers' Attitudes toward the Show and Their Intention to Buy, Practical Science Forum of Advertising & Public Relation, 6(2), 139-162. https://doi.org/10.21331/jprapr.2013.6.2.007
- Tan, S. J.(1999). Strategies for reducing consumer's risk aversion in internet shopping. Journal of Consumer Marketing, 16(2), 163-180. https://doi.org/10.1108/07363769910260515
- Taylor, S. A., & Baker, T. L.(1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers' purchase intentions. Journal of Retailing, 70(2), 163-178. https://doi.org/10.1016/0022-4359(94)90013-2
- Wanzer, M. B., Booth-Butterfield, M., & Booth-Butterfield, S. (1996). Are funny people popular? An examination of humor orientation,loneliness, and social attraction. Communication Quarterly, 44(1), 42-52. https://doi.org/10.1080/01463379609369999
- Wen, J. C., & Lee, H. M.(2020). What Factors of Live Streaming Commerce Appeal to Chinese Consumers? The Influences of Platform and BJ Characteristics on Purchase Intention and the Moderating Effects of Gender. Global e-Business Association, 21(5), 215-234
- Wu, X. B., & Hwang, J. S.(2018). The Effect of Using the Online Live Broadcast Platform Motivation and Live Broadcasting Characteristics on Product Satisfaction and Continuous Shopping Intention: Focused on Chinese Consumers, JOURNAL OF THE KOREAN SOCIETY DESIGN CULTURE, 24(2), 403-415. https://doi.org/10.18208/ksdc.2018.24.2.403
- Yang, J. A., & Kim, H. C.(2016). The Impacts of Perceived Attractiveness, Trustworthiness and Expertise of Show Hosts on the Attitude and Behavioral Intention towards TV Home Shopping, The Korean Journal of Advertising, 27(6), 129-148. https://doi.org/10.14377/KJA.2016.8.31.129
- Yoon, S. J.(2000). A study on the antecedents of trust toward shopping mall web sites and its effects on purchase intention. Korean Management Review, 29(3), 353-376.
- Yu, E., Jung, C., Kim, H., & Jung, J.(2018). Impact of viewer engagement on gift-giving in live video streaming. Telematics and Informatics, 35(5), 1450-1460 https://doi.org/10.1016/j.tele.2018.03.014
- Yun, T. S., & LEE J. H.(2021). Effects of Live Commerce Attributes and Influencer Attributeson Repurchase Intention of Beauty and Fashion Products, Journal of Distribution and Management Research, 24(1), 37-56