Journal of Korea Multimedia Society (한국멀티미디어학회논문지)

Korea Multimedia Society (한국멀티미디어학회)
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The Effect of Social Viewing of Live Commerce on Viewing Satisfaction - Focusing on the Mediation Effect of Social Presence -

라이브 커머스의 사회적 시청이 시청 만족도에 미치는 영향 - 사회적 실재감의 매개 효과를 중심으로 -

  • Zhao, Meng (Dept. of Media and Communication Studies, Graduate School, Jeonbuk National National University) ;
  • You, Kyung Han (Dept. of Media and Communication Studies, Graduate School, Jeonbuk National National University)
  • Received : 2022.08.15
  • Accepted : 2022.08.23
  • Published : 2022.08.31
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Abstract

This study aims to investigate what communication phenomenon social viewing is associated with, and how satisfaction with using live commerce affects, taking into account that live commerce is a form of content consumption based on social viewing. In particular, social viewing is classified in this study as message production and sharing activities that influence users' satisfaction with live commerce viewing, as well as how two-dimensional social viewing behaviors are associated with users' perception of social presence. Then, the impact of these factors on improving viewing satisfaction is determined. It is also designed to investigate the moderating effect of social presence and viewing satisfaction as a function of the size of users' social networks by taking into account how social viewing affects the degree of social exchange among users. The findings of the analysis are as follows. First, social viewing behaviors. i.e., sharing and production behavior were identified as strong factors that have a direct impact on social presence and viewing satisfaction. Second, social presence plays a moderating role in the relationship between social viewing behavior and viewing satisfaction. Third, the impact of sharing behavior on social presence and viewing satisfaction was greater than the that of production behavior. Fourth, network size (number of followers and followings) had no direct effect on social reality or viewing satisfaction, but it had a moderating effect on the relationship between production behavior and social presence. Based on the findings, the implications and recommendations were discussed.

Keywords

Acknowledgement

This research was supported by "Research Base Construction Fund Support Program" funded by Jeonbuk National University in 2022.

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