DOI QR코드

DOI QR Code

The effect of information source and content informativeness on acceptance intention in a live commerce shopping environment - The mediating effects of trust -

라이브 커머스 쇼핑환경에서 정보원 특성과 콘텐츠 정보성이 소비자 수용의도에 미치는 효과 - 신뢰의 매개효과를 중심으로 -

  • 최미영 (덕성여자대학교 의상디자인학과)
  • Received : 2021.07.30
  • Accepted : 2021.08.25
  • Published : 2021.08.31

Abstract

The purpose of this study is to investigate the mediating effect of trust when a media broadcaster (such as a disc jockey [DJ]) acting as an information source and the content they provide during live commerce streaming affect acceptance intention. Live commerce is increasing rapidly, offering a new fashion distribution channel by supplementing possible shortcomings of existing online shopping. Data was collected for the empirical study from female consumers in their 20s who actively accepted fashion technology. Statistical analysis of the data was conducted using IBM SPSS Macro Process 3.5. First, the reliability and validity of the variables for information source characteristics, content informativeness, trust, and acceptance intention were verified, and each variable was confirmed as a single factor. Bootstrap analysis was performed using Macro Process Model 4 to reveal the effects of information source characteristics and content informativeness on acceptance intention. As a result of analyzing the mediating effect for each path model with trust as a parameter, it was found that both the direct and indirect effects of the mediating path were significant. This result means that the characteristics of information sources and content informativeness are partially mediated by trust. Therefore, to promote consumer behavior in a live commerce shopping environment, it is necessary to enhance trust. This can be achieved by a media broadcaster with fashion expertise to increase the perception of the attractiveness of the information source and to improve the usefulness of the fashion information being delivered.

Keywords

References

  1. Al-Debei, M. M., & Al-Lozi, E. (2014). Explaining and predicting the adoption intention of mobile data services: A value-based approach. Computers in Human Behavior, 35, 326-338. doi:10.1016/j.chb.2014.03.011
  2. Argyriou, E. (2012). Consumer intentions to revisit online retailers: A mental imagery account. Psychology & Marketing, 29(1), 25-35. doi:10.1002/mar.20405
  3. Baron, R. M., & Kenny, D. A. (1986). The moderator -mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182. doi:10.1037//0022-3514.51.6.1173
  4. Blackston, M. (1992). A brand with an attitude: A suitable case for treatment. Journal of the Market Research Society, 34(3), 231-242.
  5. Byun, H. S. (2008a). The effects of internet user's trust, impulsiveness and commitment on the outcomes of visiting web stores. Korean Journal of Business Administration, 21(4), 1523-1542.
  6. Byun, H. S. (2008b). The impact of service recovery evaluation on customer loyalty. Journal of Industrial Economics and Business, 21(5), 2133-2148.
  7. Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93. doi:10.1509/jmkg.65.2.81.18255
  8. Chen, C. C., & Lin, Y. C. (2018). What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement. Telematics and Informatics, 35(1), 293-303. doi:10.1016/j.tele.2017.12.003
  9. Chi, Y., Kang, M., & Choi, J. (2016). A study of O2O-commerce consumers' word-of-mouth intentions based on the value-based adoption model: The comparison of Korean and Chinese consumers. International Telecommunications Policy Review, 23(4), 81-116.
  10. Childers, C. C., Lemon, L. L., & Hoy, M. G. (2019). #Sponsored #Ad: Agency perspective on influencer marketing campaigns. Journal of Current Issues & Research in Advertising, 40(3), 258-274. doi:10.1080/10641734.2018.1521113
  11. Choi, M. Y. (2020, December 14). 언택트 소비의 대세 '라이브커머스'… 규제는 사각지대 [The trend of untact consumption, 'live commerce'… Regulations are a blind spot]. The Hankyoreh. Retrieved June 25, 2021, from https://www.hani.co.kr/arti/economy/it/974039.html
  12. Choi, S. H. (2012). The effects of brand trust dimensions on consumers' economic and social loyalty behavior. Journal of Consumption Culture, 15(2), 171-188. doi:10.17053/jcc.2012.15.2.009
  13. Chung, H. K., & Lee, S. M. (2018). Web-based v-commerce development using persona model-for vietnamese consumer. Journal of Digital Contents Society, 19(6), 1169-1176. doi:10.9728/dcs.2018.19.6.1169
  14. Corritore, C. L., Kracher, B., & Wiedenbeck, S. (2003). On-line trust: Concepts, evolving themes, a model. International Journal of Human Computer Studies, 58(6), 737-758. doi:10.1016/S1071-5819(03)00041-7
  15. Delgado-Ballester, E., Munuera-Aleman, J. L., & Yague-Guillen, M. J. (2003). Development and validation of a brand trust scale. International Journal of Market Research, 45(1), 35-54. doi:10.1177/147078530304500103
  16. Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61(2), 35-51. doi:10.1177/002224299706100203
  17. Dowling, G. R. (1986). Perceived risk: The concept and its measurement. Psychology & Marketing, 3(3), 193-210. doi:10.1002/mar.4220030307
  18. Dufrene, D. D., Engelland, B. T., Lehman, C. M., & Pearson, R. A. (2005). Changes in consumer attitudes resulting from participation in a permission e-mail campaign. Journal of Current Issues & Research in Advertising, 27(1), 65-77. doi:10.1080/10641734.2005.10505174
  19. Gefen, D. (2000). E-commerce: The role of familiarity and trust. Omega, 28(6), 725-737. doi:10.1016/S0305-0483(00)00021-9
  20. Gorla, N. (2012). Information systems service quality, zone of tolerance, and user satisfaction. Journal of Organizational and End User Computing, 24(2), 50-73. doi:10.4018/joeuc.2012040104
  21. Hayes, A. F. (2017). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach (2nd ed.). New York: The Guilford Press.
  22. Hiscock, J. (2001). Most trusted brands. Marketing, 1, 32-33.
  23. Huang, Z., & Benyoucef, M. (2013). From e-commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications, 12(4), 246-259. doi:10.1016/j.elerap.2012.12.003
  24. Jeong, S. G., Hur, H. J., & Choo, H. J. (2020). The effect of anthropomorphism and personalization of fashion shopping chatbot on service acceptance intention. Journal of the Korean Society of Clothing and Textiles, 44(4), 573-593. doi:10.5850/JKSCT.2020.44.4.573
  25. Kang, Y. S., & Herr, P. M. (2006). Beauty and the beholder: Toward an integrative model of communication source effects. Journal of Consumer Research, 33(1), 123-130. doi:10.1086/504143
  26. Kim, E. Y. (2021, January 2). "10분에 1억 매출"...비대면 소비 이끄는 '라이브 커머스' [100 million sales in 10 minutes... 'live commerce' leading non-face-to-face consumption]. Chosunn Biz. Retrieved June 25, 2021, from https://biz.chosun.com/site/data/html_dir/2021/01/02/2021010200237.html
  27. Kim, G. B. (2020). A study on the legal regulations for live commerce. Distribution Law Review, 7(2), 31-68.
  28. Kim, H., Lee, Y., & Park, M. (2021). Factors boosting impulse buying behavior in live-streaming commerce: Roles of para-social interactions, task complexity and perceived amount of information. Fashion & Textile Research Journal, 23(1), 70-83. doi:10.5805/sfti.2021.23.1.70
  29. Kim, H. K., Lee, M., & Lee, Y. W. (2005). Developing a scale for measuring brand relationship quality. Asia Pacific Advances in Consumer Research, 6, 118-126.
  30. Kim, H. S. (2013). The effect of nonverbal communication of salesperson on conflict, intimacy and repatronage intention of customer: Focused on the difference by customer gender. Journal of the Korean Society of Design Culture, 19(1), 132-142.
  31. Kim, H. Y. (2021). A study on the influence of social media influencer endorser attributes on user response focusing on the mediating effects of information usefulness. Advertising Research, 129, 161-195. doi:10.16914/ar.2021.129.161
  32. Kim, S. H. (2007). Effect of the verbal and nonverbal communication of salespersons in service encounter on customers' emotion and behavioral in tension: Focusing on the emotional contagion phenomenon. Journal of Consumer Studies, 18(1), 97-131.
  33. Koo, D. M. (2017). 연구방법론: SPSS, LISREL, PLS 및 PROCESS-macro를 활용한 기초 조절 매개효과분석 [Research methodology: Analysis of basic moderated mediating effects using PSS LISREL PLS and PROCESS]. Hanam: Changmyung.
  34. Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Information Systems Research, 13(2), 115-225. doi:10.1287/isre.13.2.205.83
  35. Kumar, N., Scheer, L. K., & Steenkamp, J. B. E. (1995). The effects of perceived interdependence on dealer attitudes. Journal of Marketing Research, 32(3), 348-356. doi:10.1177/002224379503200309
  36. Lee, A. R. (2021). Investigating the factors influencing the use of live commerce in the un-tact era: Focusing on multidimensional interactivity, presence, and review credibility. Knowledge Management Research, 22(1), 269-286. doi:10.15813/kmr.2021.22.1.013
  37. Lee, D.-J., Park, J. Y., Lee, H. T., & Yu, G. (2008). The effects of trust dimensions on relational commitment: The relative efficacy and effect symmetry. Advance in Consumer Research, 35, 457-466. https://doi.org/10.1086/589563
  38. Lee, H. J., & Park, J. C. (2009). The effects of corporate social responsibility activities on product and corporate evaluation: The mediating role of trust. Korean Journal of Marketing, 24(1), 231-250.
  39. Lee, J. W., & Oh, T. H. (2009). A study on the impact of advertising attributions on attitude toward advertising, cognitive brand and attitude toward brand. The Journal of Business Education, 23(4), 361-384.
  40. Lim, J. Y., & Kim, J. M. (2018). Analysis of audience attitude according to AfreecaTV strategy simulation same BJ attributes: Focusing on viewer satisfaction, loyalty, viewing purpose, viewing attitude. Journal of Communication Design, 62, 106-117. doi:10.25111/jcd.2018.62.09
  41. Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73. doi:10.1080/15252019.2018.1533501
  42. Mathieson, K. (1991). Predicting user intentions: Comparing the technology acceptance model with the theory of planned behavior. Information Systems Research, 2(3), 173-191. doi:10.1287/isre.2.3.173
  43. Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3), 709-734. doi:10.5465/amr.1995.9508080335
  44. Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of Marketing, 57(1), 81-101. doi:10.1177/002224299305700106
  45. Morgan, R. M., & Hunt, S. D. (1994). The commitment: Trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. doi:10.1177/002224299405800302
  46. Ofir, C., Raghubir, P., Brosh, G., Monroe, K. B., & Heiman, A. (2008). Memory-based store price judgments -The role of knowledge and shopping experience. Journal of Retailing, 84(4), 414-423. doi:10.1016/j.jretai.2008.08.001
  47. Oh, J. Y., & Sung, Y. H. (2018). Types of influencer and the attention of media engagement impact on consumer evaluation. Journal of Cultural Product & Design, 54, 165-176. doi:10.18555/kicpd.2018.54.16
  48. Park, C. H., & Kim, Y. G. (2006). The effect of information satisfaction and relational benefit on consumers' online shopping site commitments. Journal of Electronic Commerce in Organizations, 4(1), 70-90. doi:10.4018/jeco.2006010105
  49. Park, J. H., & Stoel, L. (2002). Apparel shopping on the internet: Information availability on US apparel merchant web sites. Journal of Fashion Marketing and Management, 6(2), 158-176. doi:10.1108/13612020210429908
  50. Pires, K., & Simon, G. (2015). Youtube live and twitch: A tour of user-generated live streaming systems. Proceedings of the 6th ACM Multimedia Systems Conference, 225-230. doi:10.1145/2713168.2713195
  51. Preacher, K. J., & Hayes, A. F. (2004). SPSS and SAS procedures for estimating indirect effects in simple mediation models. Behavior Research Methods, Instruments, & Computers, 36(4), 717-731. doi:10.3758/BF03206553
  52. Prerna, D., Tekchandani, R., & Kumar, N. (2020). Device-to-device content caching techniques in 5G: A taxonomy, solutions, and challenges. Computer Communications, 153, 48-84. doi:10.1016/j.comcom.2020.01.057
  53. Reeves, B., & Nass, C. (1996). The media equation: How people treat computers, television, and new media like real people and places. New York: Cambridge University Press.
  54. Shankar, V., Urban, G. L., & Sultan, F. (2002). Online trust: A stakeholder perspective, concepts, implications, and future directions. The Journal of Strategic Information Systems, 11(3-4), 325-344. doi:10.1016/S0963-8687(02)00022-7
  55. Shin, W. S. (2011). Impact on consumer behavior in dining room for introduction of smarttable. Unpublished master's thesis, Kyonggi University, Suwon, Korea.
  56. Sobel, M. E. (1982). Asymptotic confidence intervals for indirect effects in structural equation models. Sociological Methodology, 13, 290-312. doi:10.2307/270723
  57. 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. Unpublished doctoral dissertation, The University of Suwon, Suwon, Korea.
  58. Song, Y.-T., & Lee, J. H. (2021). Effects of live commerce attributes and influencer attributes on repurchase intention of beauty and fashion products. Journal of Distribution and Management Research, 24(1), 37-56. doi:10.17961/jdmr.24.01.202102.37
  59. Story, J., & Hess, J. (2006). Segmenting customer-brand relations: Beyond the personal relationship metaphor. Journal of Consumer Marketing, 23(7), 406-413. doi:10.1108/07363760610712948
  60. Tang, J. C., Venolia, G., & Inkpen, K. M. (2016). Meerkat and periscope: I stream, you stream, apps stream for live streams. CHI '16: Proceedings of the 2016 CHI Conference on Human Factors in Computing Systems, 4770-4780. doi:10.1145/2858036.2858374
  61. Taylor, S., & Todd, P. (1995). Decomposition and crossover effects in the theory of planned behavior: A study of consumer adoption intentions. International Journal of Research in Marketing, 12(2), 137-155. doi:10.1016/0167-8116(94)00019-K
  62. Wang, Y.-S., Lin, H.-H., & Luarn, P. (2006). Predicting consumer intention to use mobile service. Information Systems Journal, 16(2), 157-179. doi:10.1111/j.1365-2575.2006.00213.x
  63. World's Best Lecturer. (2021, January 25). 라이브커머스 쿠팡라이브크리에이터 배민까지! [Live commerce from Coupang, live creator to Bae Min!] [Blog Post]. Retrieved June 20, 2021, from https://blog.naver.com/yhy007/222218756521
  64. Xie, Y., & Peng, S. (2009). How to repair customer trust after negative publicity: The role of competence, integrity, benevolence, and forgiveness. Psychology & Marketing, 26(7), 572-589. doi:10.1002/mar.20289
  65. Yang, D. H., Kang, B. H., & Oh, S. J. (2011). The influence of conflict, unfairness, and goal incongruity on dissolution intention and the moderating effect of trust in buyer-seller relationship. Korean Management Review, 40(5), 1291-1318.
  66. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46. doi:10.1177/002224299606000203
  67. Zhang, Y., & Park, H. J. (2018). Factors influencing the consumer attitude toward product purchasing related to Chinese personal internet broadcasting Wang Hong. The Journal of the Korea Contents Association, 18(10), 1-10. doi:10.5392/JKCA.2018.18.10.001
  68. Zhao, S., & Kim, M. H. (2020). A study on the event contents of live commerce in China as brand distribution channel. A Journal of Brand Design Association of Korea, 18(4), 145-158. doi:10.18852/bdak. 2020.18.4.145