The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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How Companies Persuade Active Participation of Consumers on Live Streaming Commerce? S-O-R Perspective

  • Received : 2021.05.30
  • Accepted : 2021.08.05
  • Published : 2021.09.30
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Abstract

Purpose Live streaming commerce refers to the fact that people receive live audio and live video directly over the net. While some e-retailers use Live Streaming as a marketing strategy, the impact of live streaming commerce on customers' reuse intentions is unknown. The purpose of this study is to discuss the impact of live streaming commerce by external environmental factors based on S-O-R theory. Design/methodology/approach In this study, we developed a research model based on the S-O-R theory. Using the questionnaire survey method, consumers who used live streaming commerce on Taobao.com were taken as research subjects. Our research model aims to find out how content attributes, real-time interactions, media characteristics, and situational characteristics as stimulus factors influence consumers' perceptions and thus reuse intentions. Findings The results of the analysis show that external environmental factors have a significant impact on consumer perceptions and that perceived risks and flows can influence consumers' reuse intentions. In addition, we also examined the impact of reuse intentions on consumers' active participation. These results show that live streaming commerce can influence consumer perceptions and behavior in several ways.

Keywords

Acknowledgement

이 논문 또는 저서는 2020년 대한민국 교육부와 한국연구재단의 인문사회분야 중견연구자지원사업의 지원을 받아 수행된 연구임(NRF-2020S1A5A2A01041510). 본 연구는 순천향대학교 학술연구비 지원으로 수행하였음.

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