한국정보시스템학회지:정보시스템연구 (The Journal of Information Systems)

  • 제33권2호
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  • Pages.1-25
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  • 2024
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  • 1229-8476(pISSN)
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  • 2733-8770(eISSN)
한국정보시스템학회 (Korea Association of Information Systems)
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라이브 커머스 판매자의 진정성과 가치 유사성의 역할

The Role of Authenticity and Value Similarity for Live-commerce Sellers

  • 황인호 (국민대학교, 교양대학)
  • Inho Hwang
  • 투고 : 2024.03.06
  • 심사 : 2024.05.07
  • 발행 : 2024.06.30
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초록

Purpose Live commerce, a real-time product promotion method using portable hardware, is experiencing significant growth. This approach involves product experts or celebrities endorsing products, providing consumers with valuable information to mitigate uncertainty. This research underscores the significance of the seller's authenticity and their value similarity with consumers in live commerce. The study's first objective enhance the seller's authenticity and elucidate the mechanism that influences purchase intention. The second objective is to demonstrate the interactive effect of value similarity and the seller's authenticity on positively influencing purchase intention. Design/methodology/approach This research utilized previous studies to develop models and hypotheses, focusing on adults experienced in live commerce product purchasing. The study tested the research hypothesis using 330 samples. The study analyzed the path from seller authenticity to purchase intention via structural equation modeling (AMOS 22.0), and also explored the interaction between value similarity and seller authenticity using the Process 3.1 macro. Findings The research validates that the seller's channel activities and external perception amplify the seller's authenticity, influencing purchase intentions. It also affirms that value similarity fosters seller authenticity and interactive effects, thereby boosting purchase intentions. These findings provide insights for devising seller management strategies on live commerce platforms.

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