정보화정책 (Informatization Policy)

한국지능정보사회진흥원 (National Information Society Agency)
권호 표지
DOI QR코드

DOI QR Code

라이브 커머스에서의 소비자 반응 요인 도출 : 소비자 생성 텍스트 데이터를 기반으로

Identifying Consumer Response Factors in Live Commerce : Based on Consumer-Generated Text Data

  • 투고 : 2023.02.09
  • 심사 : 2023.05.11
  • 발행 : 2023.06.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

라이브 커머스의 방송 데이터를 수집하여 채팅 활성화 정도를 기준으로 방송을 분류하고, 방송 내의 소비자가 생성한 텍스트 반응 분포 데이터를 분석하였다. 국내 라이브 커머스 시장에서 가장 점유율이 높은 '네이버 쇼핑라이브'의 총 2,282개의 방송 가운데 시청자의 반응이 가장 활발하게 나타난 200개 방송을 선별하였으며, 그 가운데 시청자의 반응이 급격하게 증감하는 구간이 존재하는 방송을 최종적으로 선별하였다. 라이브커머스 시청 의도 및 참여 동기에 관한 기존 문헌의 변수들을 종합하여 연구 목적에 맞는 변수 테이블을 생성하였고, 이를 방송 내의 장치 및 이벤트에 대입하였다. 이를 통해 본 연구는 기존 연구들에서 발견된 소비자 반응에 관한 변수들이 방송 내의 어떤 요소에 의해 자극되는지를 확인하였으며, 라이브 커머스에 참여하는 소비자의 심리를 데이터를 통해 실증적으로 확인하였다.

In this study, we collected data from live commerce streaming. Streamimg data were then categorized based on the degree of chatting activation, with the distribution of text responses generated by consumers analyzed. From a total of 2,282 streaming data on NAVER Shopping Live -which has the largest share in the domestic live commerce market- we selected 200 streaming data with the most active viewer responses and finally chose the streams that had steep increase or decrease in viewer responses. We synthesized variables from the existing literature on live commerce viewing intentions and participation motivations to create a table of variables for the purpose of the study. Then we applied them with events in the broadcast. Through this study, we identified which components of the broadcast stimulate the variables of consumer response found in previous studies, moreover, we empirically identified the motivations of consumers to participate in live commerce through data.

키워드

과제정보

This research was supported by the Ministry of Education and the National Research Foundation of the Republic of Korea in 2022. (NRF-2021S1A3A2A02089039).

참고문헌

  1. Ang, T., Wei, S. & Anaza, N. A. (2018). "Livestreaming vs Pre-Recorded: How Social Viewing Strategies Impact Consumers' Viewing Experiences and Behavioral Intentions." European Journal of Marketing, 52(9/10), 2075-2104.  https://doi.org/10.1108/EJM-09-2017-0576
  2. Brundl, S. & Hess, T. (2016). Why Do Users Broadcast? Examining Individual Motives and Social Capital on Social Live Streaming Platforms. Paper presented at the PACIS 2016 Proceedings, June 27-July 1. 
  3. Cai, J. & Wohn, D. Y. (2019). Live Streaming Commerce: Uses and Gratifications Approach to Understanding Consumers' Motivations. Proceedings of the 52nd Hawaii International Conference on System Sciences, January 8-11. 
  4. Chen, E. (2017). "How Does Facebook Live That Melds with Shopping Work in Taiwan?" https://medium.com/@edisonchen/how-does-facebook-livethat-melds-with-shopping-work-in-taiwan9930c6af93e0, (Retrived on January 25) 
  5. Cho, S. & Kim, M. (2020). "A Study on the Event Contents of Live Commerce in China as Brand Distribution Channel." A Journal of Brand Design Association of Korea (BDAK), 18(4), 145-158. 
  6. Dix, S. R. & Bellman, S., Haddad, H. & Varan, D. (2010). "Using Interactive Program-Loyalty Banners to Reduce TV Ad Avoidance: Is It Possible to Give Viewers a Reason to Stay Tuned During Commercial Breaks?" Journal of Advertising Research, 50(2), 154-161. 
  7. Hazari, S., Bergiel, B. J. & Sethna, B. N. (2017). "Hedonic and Utilitarian Use of User-Generated Content on Online Shopping Websites." Journal of Marketing Communications, 23(6), 572-591  https://doi.org/10.1080/13527266.2016.1143383
  8. Katz, H. (2016). The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying. Oxfordshire: Routledge. 
  9. Kim, J., Bae, K. & Hwang, J. (2021). Naver D-Commerce Report. Seoul: Naver. 
  10. Kim, S., Hwang, J. & Yang, S. (2021). "Factors Influencing Live Commerce Consumers' Watching and Purchase Intentions: Focusing on the Taobao Platform in China." The Journal of Internet Electronic Commerce Research, 21(2), 53-78. 
  11. Kyobo Research Center (2020). Live Commerce. Seoul: Kyobo Research Center. 
  12. Lee, E. (2021). "The Effects of Show Hosts' Nonverbal Communication on Empathy and Purchase Intention: Focused on Home Meal Replacement Products on Live Commerce Broadcasts." International Journal of Tourism and Hospitality Research(IJTHR), 35(80), 177-188.  https://doi.org/10.21298/IJTHR.2021.8.35.8.177
  13. Lee, H. & Kwak, H. (2013). "Investigation of Factors Affecting the Effects of Online Consumer Reviews." Informatization Policy, 20(3), 3-17. 
  14. Lee, H. & Sung. Y. (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. 
  15. Lee, M. & Lee, H. (2021). "Analysis of User Awareness of Live Commerce and Factors Determining Customer Satisfaction." Journal of Media Economics & Culture, 19(3), 7-42. 
  16. Lee, S. (2021). "An Analysis of Determinants Affecting Satisfaction of Usage of Live Commerce from the Perspective of User, Information Source and Platform." The Korea Contents Assosiation, 21(3), 576-589. 
  17. Li, Y., Kim, H. & Lee, H. (2022). "Why Do Users Participate in Hashtag Challenges in a Short-form Video Platform?: The Role of Para-Social Interaction." Informatization Policy, 29(3), 082-104. 
  18. Liu, L., Choi, J. & Lee, S. (2022). "The Effect of Influencer Characteristics on Fanship and Brand Preference in Live Commerce." The e-Business Studies(Tebs), 23(5), 243-257.  https://doi.org/10.20462/tebs.2022.10.23.5.243
  19. Liu, M. & Im, S. (2021). "The Effect of Information and Wanghong Characteristics on Consumers' Purchase Intention in Live Commerce: The Mediating Role of Shopping Value." Asia Pacific Journal of Business(APJB), 12(3), 137-154. 
  20. Liu, M., Park, J. & Lee, H. (2021). "Technology Acceptance Model in Live Commerce Context: The Effect of Para-social Interactivity and Source Characteristics on Consumers' Shopping Intention on Live Commerce Platform." The Korea Contents Assosiation, 21(6), 138-154 
  21. Liu, X. (2022). "Dynamic Coupon Targeting Using Batch Deep Reinforcement Learning: An Application to Livestream Shopping." Marketing Science.
  22. Min, J. (2022). "Relationship between Humans and Social Media Explored in Literature: From the Perspectives of Users, Industries, and Society." Informatization Policy, 29(3), 3-25.  https://doi.org/10.22693/NIAIP.2022.29.1.003
  23. Noh, K. & Lee, H. (2022). "The Effect of Usage Motivation for Use Through Live Commerce for Food Purchase on Purchase Intention: Focusing on the Mediating Effects of Flow and the Moderating Role of Food Purchase Experience." Journal of Hospitality and Tourism Studies, 24(5), 19-35. 
  24. Opensurvey (2021). Mobile Shopping Trend Report. Seoul: Opensurvey. 
  25. Park, H. & Lin, L. (2020). "The Effects of Match-Ups on the Consumer Attitudes Toward Internet Celebrities and Their Live Streaming Contents in the Context of Product Endorsement." Journal of retailing and consumer services, 52, 101934. 
  26. Park, J. & Yang, S. (2022). "The Impact of Characteristics of Live Commerce on Consumers' Watching and Purchase Intentions:　Utilizing Qualitative Meta-Analysis." The Journal of Internet Electronic Commerce Research, 22(4), 43-63.  https://doi.org/10.37272/JIECR.2022.08.22.4.43
  27. Statista (2022). "Market Size of Live Commerce in South Korea in 2020, With a Forecast From 2021 to 2023." https://www.statista.com/statistics/1238226/south-korea-live-commerce-marketsize/, (Retrived on January 30). 
  28. Sun, Y., Shao, X., Li, X., Guo, Y. & Nie, K. (2019). "How Live Streaming Influences Purchase Intentions in Social Commerce: An IT Affordance Perspective." Electronic Commerce Research and Applications, 37. 
  29. Tan, X., Wang, Y. & Tan, Y. (2019). "Impact of Live Chat on Purchase in Electronic Markets: The Moderating Role of Information Cues." Information Systems Research, 30(4), 1248-1271.  https://doi.org/10.1287/isre.2019.0861
  30. Wang, P., Tau, M. & Yoon, J. (2021). "The Effect of Wanghong's Characteristics in Chinese Live Commerce on the Purchase Intention of Viewers: Focusing on the S-O-R Model and Flow Theory." Korean Journal of Hospitality and Tourism(KJHA), 30(7), 145-165.  https://doi.org/10.24992/KJHT.2021.10.30.07.145
  31. Wongkitrungrueng, A. & Assarut, N. (2020). "The Role of Live Streaming in Building Consumer Trust and Engagement With Social Commerce Sellers." Journal of Business Research, 117, 543-556.  https://doi.org/10.1016/j.jbusres.2018.08.032
  32. Wongkitrungrueng, A., Dehouche, N. & Assarut, N. (2020). "Live Streaming Commerce From the Sellers' Perspective: Implications for Online Relationship Marketing." Journal of Marketing Management, 36(5/6), 488-518. 
  33. Xue, J., Liang, X., Xie, T. & Wang, H. (2020). "See Now, Act Now: How to Interact With Customers to Enhance Social Commerce Engagement?" Information & Management, 57(6), 103324 
  34. Zhang, H., Lu, Y., Gupta, S. & Zhao, L. (2014). "What Motivates Customers to Participate in Social Commerce? The Impact of Technological Environments and Virtual Customer Experiences." Information & Management, 51(8), 1017-1030.  https://doi.org/10.1016/j.im.2014.07.005
  35. Zhang, H., Lu, Y., Wang, B. & Wu, S. (2015). "The Impacts of Technological Environments and Co-creation Experiences on Customer Participation." Information & Management, 52(4), 468-482.  https://doi.org/10.1016/j.im.2015.01.008
  36. Zhang, K. Z. & Benyoucef, M. (2016). "Consumer Behavior in Social Commerce: A Literature Review." Decision Support Systems, 86, 95-108.  https://doi.org/10.1016/j.dss.2016.04.001
  37. Zhang, N., Liu, R., Zhang, X.-Y. & Pang, Z.-L. (2021). "The Impact of Consumer Perceived Value on Repeat Purchase Intention Based on Online Reviews: By the Method of Text Mining." Data Science and Management, 3, 22-32. 
  38. Zhou, M., Huang, J., Wu, K., Huang, X., Kong, N. & Campy, K. S. (2021). "Characterizing Chinese Consumers' Intention to Use Live E-commerce Shopping." Technology in Society, 67, 101767.