융합경영연구 (The Journal of Economics, Marketing and Management)

국제융합경영학회 (International Convergence Management Association)
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Factors Affecting Service Product Purchases in Live-streaming Commerce

  • Bir Bahadur TRIPURA (Department of Management Information Systems, Gyeongsang National University) ;
  • Jae-Hyeon KIM (CT R&D Project Management Team, Korea Creative Content Agency) ;
  • Sung-Eui CHO (Department of Management Information Systems, Gyeongsang National University)
  • 투고 : 2024.06.26
  • 심사 : 2024.08.05
  • 발행 : 2024.08.30
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초록

Purpose: This research is motivated by the rise of live-streaming commerce in service industries, aiming to explore factors affecting service product purchases in live-streaming commerce. Extracted independent factors include information provision, vicarious experience, social interaction, visibility, and emotional transmission. Additionally, this study aims to discern the moderating effect of brand reputation in the relationships between independent factors and customer intention to purchase service products in live-streaming commerce. Research design, data and methodology: This study employed a questionnaire survey to collect data and analyzed collected data with statistical analysis methods, including exploratory factor analysis and multiple regression analysis. Results: The analysis results say three factors significantly influenced purchase intentions in live-streaming commerce: information provision, emotional transmission, and price discount. Brand reputation also significantly affects customers' intention to buy service products in live-stream commerce.

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