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The Effect of Live Commerce Characteristics on Consumption Behavior Mediated by Presence -Focusing on Interaction and Streamer Attributes-

라이브 커머스 특성이 실재감을 매개로 소비행동에 미치는 영향 -상호작용성과 스트리머 속성을 중심으로-

  • Kwon, Ki Yong (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Kim, Woo Bin (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University)
  • 권기용 (서울대학교 의류학과) ;
  • 김우빈 (서울대학교 의류학과)
  • Received : 2022.01.06
  • Accepted : 2022.07.24
  • Published : 2022.10.31

Abstract

This study examines the effect of live commerce characteristics on consumption behavior mediated by presence. As contactless shopping has become the new normal, live commerce is emerging as an innovative communication service between consumers and sellers. We examine the role of interaction and streamers' attributes on sharing and purchase intention by mediating social presence and telepresence. A web-based experiment was conducted to test our hypotheses. The data of 267 participants were analyzed using SPSS 23.0 and AMOS 21.0. The results showed that the Streamer-Consumer interaction had a positive effect on social presence and telepresence. By contrast, the Consumer-Consumer interaction had no significant effect on social presence and telepresence. We further found that streamer trustworthiness had a positive effect on both social presence and telepresence, while streamer attractiveness had a positive effect only on telepresence. Thus, social presence and telepresence positively influenced sharing and purchase intention. Overall, these findings illustrate that the Streamer-Consumer interaction and streamer trustworthiness are vital characteristics that lead to higher levels of presence using live commerce. Several academic and managerial implications are suggested based on these results.

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