DOI QR코드

DOI QR Code

라이브커머스 이용자의 동기가 인게이지먼트 및 태도에 미치는 영향 연구: 비대면 소비문화를 중심으로

The study on the effect of live commerce users' motivation on engagement and attitude: Focusing on the Untact consumption culture

  • 엄문연 (호남대학교 경영학부) ;
  • 곡옥빙 (중앙대학교 경영학과) ;
  • 윤영혜 (동덕여자대학교 글로벌마이스전공)
  • Yan, Wen-Yan (Division of Business Administration, Honam University) ;
  • Qu, Yu-Bing (Division of Business Administration, Chong-ang University) ;
  • Yoon, Yeong-Hye (Division of Global MICE, Dongduk Women's University)
  • 투고 : 2022.04.19
  • 심사 : 2022.05.20
  • 발행 : 2022.05.28

초록

본 연구의 목적은 비대면 소비문화에 초점을 맞추어 라이브커머스 이용자의 차별화된 동기를 탐색하고자 하며 라이브커머스 이용동기와 태도와의 영향 관계에서 인게이지먼트의 매개효과를 검증하는 것이다. 연구방법은 라이브커머스 이용자를 대상으로 온라인 설문조사를 진행하였으며 245부의 유효표본을 분석에 활용하였다. 자료분석은 탐색적 요인분석, 신뢰도분석, 다중회귀분석, 매개회귀분석을 실시하였다. 분석결과, 라이브커머스 이용동기는 상호작용의 쾌락성, 직접 검수의 대체 가능성, 커뮤니티의 필요성, 트렌드 추구성 등 4개 요인으로 도출되었다. 이용동기는 인게이지먼트에 유의한 영향을 미치는 것으로 나타났으며 인게이지먼트는 태도에 유의한 영향을 미치는 것으로 나타났다. 마지막으로 인게이지먼트는 라이브커머스 이용동기와 태도와의 관계에서 부분매개효과가 있는 것으로 나타났다. 연구결과는 향후 비대면소비문화에 대한 이해와 라이브커머스 산업의 효율적인 전략 수립을 위한 시사점을 제공할 것이다.

The purpose of this study is to explore the differentiated motivations of users of live commerce by focusing on the entry into untact consumption culture. In addition, we intend to verify the mediating effect of engagement in the relationship between the motivation and attitude of live commerce use. As for the research method, an online survey was conducted targeting live commerce users, and 245 valid samples were used for analysis. For data analysis, frequency analysis, exploratory factor analysis, reliability analysis, multiple regression analysis, and mediation regression analysis were performed. As a result of the analysis, the motivation for using live commerce was derived from four factors: Enjoyment of interaction, Substitutability of personal examination, Need for community, Trend setting. And Engagement was found to have a significant effect on attitude. Finally, engagement was found to have a partial mediating effect in the relationship between the motivation and attitude of live commerce use. The research results will provide implications for understanding non-face-to-face consumption culture and establishing effective strategies for the live commerce industry in the future.

키워드

참고문헌

  1. H. J. Lee & S. Y. Hong. (2021). A Study on the Development of a Scale for the Motivation of Using Live Commerce according to the Change of Non-Face-to-Face Consumption Culture. Journal of Cultural Product & Design, 64(0), 215-226. DOI: 10.18555/kicpd.2021.64.20
  2. R. N. Ou. (2020). Alive: Live commerce. eBest Investment & Securities Research Center, 13-22.
  3. M. Sjoblom & J. Hamari. (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. DOI: 10.1016/j.chb.2016.10.019
  4. H. Y. Jang, & S. Y. Chung. (2014). The interactions among social commerce properties, satisfaction, and reuse intention according to the consumer propensity and attitude. The Academy of Customer Satisfaction Management, 16(4), 167-192.
  5. S. J. Kim & C. M. Heo. (2021). Effects of Live Commerce and Show Host Attributes on Purchase Intention: Including the Mediating Effects of Content Flow. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 16(3), 177-191. DOI: 10.16972/apjbve.16.3.202106.177
  6. J. C. Wen. (2020). Factors Affecting Intention to Purchase of Live Streaming Commerce of Chinese Consumers. Master dissertation. Ewha Womans University, Seoul.
  7. S. H. Hyun. (2021). Live commerce's standard of money. Seoul : Business Books.
  8. S. H. Park & S. Y. Lee & S. H. Park. (2020). Hedonic Motivation on Intention of Shopping in Mobile Shopping Channel. Journal of Practical Research in Advertising and Public Relations, 13(1), 55-81. DOI: 10.21331/JPRAPR.2020.13.1.002
  9. M. K. Choi. (2021). Study on Brand Experience Design of Live Commerce Platform : Focusing on grip, Naver Shopping Live, and Kakao Shopping Live. Master dissertation. Ewha Womans University, Seoul.
  10. J. Cai & D. Y. Wohn. (2019). Live streaming commerce: Uses and gratifications approach to understanding Consumers' motivations. Proceedings of the Annual Hawaii International Conference on System Sciences, 2548-2557. DOI: 10.24251/hicss.2019.307
  11. A. Wang. (2006). Advertising engagement: A driver of message involvement on message effects. Journal of Advertising Research, 46(4), 355-368. DOI: 10.2501/S0021849906060429
  12. S. S. Oh. (2009). A Study on the Effect of Broadcast Advertising Sales Method Based on Program Engagement on Brand Add Power of Terrestrial Advertising. Seoul: Korea Broadcasting Corporation Advertising Research Institute.
  13. Y. H. Jang & S. Y. Lee & P. Li & K. Y. Lee & S. B. Yang. (2021). A study on user engagement based on affordance theory: Focusing on China's Live Streaming Shopping platform. 2021 Korean Management Information Society Spring Integrated Academic Conference, 304-309. URL: https://www.earticle.net/Article/A395409
  14. H. Jang & S. Y. Han. (2010). Reconstructing the Function of Flow: Moderate Effects of Significant Other on Relationship between Flow and Happiness. Journal of the Korean Psychological Society: Society and Personality, 24(4), 43-62. DOI: 10.21193/kjspp.2010.24.4.003
  15. M. Fishbein & I. Ajzen. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.
  16. H. C. Shin & S. K. Byun. (2016). The Role of Customer Engagement in Facebook Brand Communities. Korean Management Review, 45(2), 659. DOI: 10.17287/kmr.2016.45.2.659
  17. J. H. Kim & K. E. Park. & Y. J. Jeon (2016). The Effect of the Brand App Location Based Service on Engagement, Attitude and Intentions: Focused on Food and Beverage Brand Apps. The E-Business Studies, 17(4), 251. DOI: 10.20462/tebs.2016.08.17.4.251
  18. M. J. Kim. (2019). The Effect of Native Advertising on Social Media Engagement and Motivation. Master dissertation. HanYang University, Seoul.
  19. H. H. Hong (2015). The Influence of Contents-Induced consumers' emotion on Contents Engagement and Advertising Effect : Mediation effects of Contents Engagement and Moderating roles of Intrusiveness. Master dissertation. HanYang University, Seoul.