The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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The characteristics of fashion live commerce channels and consumer trust

패션 라이브 커머스의 특성과 소비자 신뢰

  • Park, Shinyoung (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Shin, Su-yun (Dept. of Fashion Design & Marketing, Seoul Women's University)
  • Received : 2021.08.11
  • Accepted : 2021.10.13
  • Published : 2021.10.31
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Abstract

This study empirically verified the effect of the characteristics of live commerce on consumer trust and purchase intention. An online survey was conducted targeting adult women in their 20s and 30s who watched videos relating to fashion products on the NAVER shopping live channel; 281 questionnaires were analyzed using the IBM SPSS statistics 23 and AMOS 21 software packages. Consequently, the four factors of interactivity, attractiveness, price discount, and playfulness were identified from the data as characteristics of live commerce. Whereas interactivity and playfulness positively affected trust in both the seller and the product, attractiveness did nor significantly affect trust in the seller and the product. Furthermore, price discount had a significant positive effect only on trust in the seller and had no significant effect on trust in the product. In addition, trust in both the seller and the product had a significant positive effect on consumers' purchase intention; in particular, trust in the seller had a greater influence on consumers' purchase intention than trust in the product did. Research on the characteristics of live commerce can contribute to extend the theorical framework of live commerce research. Finally, fashion companies using live commerce channels will be able to develop live commerce channels that can elicit positive consumer perceptions based on the results of this study.

Keywords

Acknowledgement

This work was supported by a sabbatical year (2020)f rom Seoul Women's University.

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