Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Effect of Information Source, Sales Promotion Type, and Impulse Buying Tendency Characteristics on Fashion Live Commerce Purchase Intention

정보원 특성, 판매촉진유형, 충동구매성향이 패션 라이브커머스 구매의도에 미치는 영향

  • Choi, Hyun (Dept. of Fashion Design, Sungkyunkwan University) ;
  • Hwang, Sun Jin (Dept. of Fashion Design, Sungkyunkwan University)
  • 최현 (성균관대학교 의상학과) ;
  • 황선진 (성균관대학교 의상학과)
  • Received : 2022.06.28
  • Accepted : 2022.07.19
  • Published : 2022.09.30
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Abstract

As live commerce, mobile sales platforms based on real-time content and text are drawing attention as a new marketing channel. In particular, the fashion industry also using live commerce as a new fashion distribution channel, requiring marketing strategies to utilize it efficiently. This study attempted to verify the effect of information source, sales promotion, and impulse buying tendency characteristics on fashion live commerce purchase intention. The experimental design of this study was 2(characteristics of information source: expertise vs attractiveness) × 2(sales promotion type: value-added vs price discount) × 2(impulse buying tendency: high vs low) three-way mixed analysis of variance(ANOVA). A convenience sampling of 264 women in their 20s and 50s living in Seoul and the Gyeonggi area who had purchased products through Live Commerce was conducted. For the final analysis, 240 questionnaires were used. Data were analyzed by the SPSS 26 program and three-way ANOVA. Simple main effects analysis was conducted. The results of this study follow. First, there were statistically significant differences in purchase intention according to consumers' impulse buying tendencies and sales promotions. Second, information source and sales promotion showed statistically significant interaction effects on purchase intention. Lastly, information source, sales promotion, and impulse buying tendency showed significant three-way interaction effects on fashion live commerce purchase intention. Therefore, conducting appropriate marketing analysis can result in positive attitudes regarding live commerce products and substantive increases in sales.

Keywords

References

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