한국융합학회논문지 (Journal of the Korea Convergence Society)

  • 제13권1호
  • /
  • Pages.201-213
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  • 2022
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  • 2233-4890(pISSN)
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  • 2713-6353(eISSN)
한국융합학회 (Korea Convergence Society)
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라이브 커머스 인플루언서의 속성이 구매 후 만족, 재구매 의도 및 플로우에 미치는 영향에 관한 연구 - 타오바오를 중심으로

A Study on the Effect of Live Commerce Influencer's attributes on Consumer Satisfaction, Repurchase Intention and Flow - Focus on Taobao Service

  • 곽효월 (경성대학교 디지털디자인학과) ;
  • 배승주 (경성대학교) ;
  • 이상호 (경성대학교 디지털디자인학과)
  • 투고 : 2021.11.22
  • 심사 : 2022.01.20
  • 발행 : 2022.01.28
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초록

본 연구는 타오바오 온라인 라이브 커머스 인플루언서의 속성이 타오바오 라이브 플랫폼 사용자의 구매 후 만족, 재구매 의도 및 플로우, 중독에 미치는 영향요인을 확인하고자 하였다. 연구자들은 선행연구를 통해 라이브 커머스 인플루언서 속성을 전문성, 매력, 상호작용성, 심미성의 4가지로 설정하고, 이러한 속성이 소비자의 재구매 의도와 플로우과 중독에 미치는 영향을 살펴보았다. 연구결과 라이브 커머스 인플루언서의 속성 중에서 전문성, 상호작용성, 심미성이 소비자 만족도에서의 실용적인 쇼핑 가치에 유의한 영향을 미치는 것으로 확인되었으며, 매력을 포함한 4가지 속성이 유희적 쇼핑 가치에 긍정적 영향을 끼친 것으로 보인다. 소비자 만족도에는 유희적 쇼핑 가치가 실용적인 쇼핑 가치 만족에 긍정적인 영향을 미쳤다. 또한 소비자의 구매 후 만족도가 재구매 의도 및 플로우에 영향을 미치는 것으로 나타났다. 플로우가 재구매 의도와 중독에 미치는 영향도 확인되었다. 본 연구를 통해 성장 추세에 있는 라이브 커머스 시장에서 인플루언서 마케팅을 활성화하고, 마케팅 전략을 세우는 데 기여할 기초자료를 제공하는 데 도움이 되기를 기대한다.

This study attempted to identify the influencing factors of Taobao Online Live Commerce influencer's attributes on Taobao Live Platform users' post-purchase satisfaction, repurchase intention and flow, and addiction. Through previous studies, researchers set the live commerce influencer attributes into four categories: expertise, attractiveness, interactivity, and aesthetics, and examined the effects of these attributes on consumers' repurchase intentions, flow and addiction. As a result of the study, it was confirmed that among the attributes of Live Commerce influencer, professionalism, interactivity, and aesthetics had a significant effect on the utilitarian shopping value in consumer satisfaction, and four attributes, including attractiveness, had a positive effect on the hedonic shopping value. In consumer satisfaction, hedonic shopping value had a positive effect on utilitarian shopping value satisfaction. In addition, it was found that consumers' satisfaction after purchase affects repurchase intention and immersion. The effect of flow on repurchase intention and addiction was also confirmed. It is hoped that this study will help revitalize influencer marketing in the growing live commerce market and provide basic data to contribute to establishing marketing strategies.

키워드

과제정보

This research was supported by Basic Science Research Program through the National Research Foundation of Korea(NRF) funded by the Ministry of Education (NRF-2021-R1I1A3054903).

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