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http://dx.doi.org/10.29049/rjcc.2020.28.6.719

The effect of live commerce's para-social interaction on satisfaction with the experience - Focused on the moderated mediation effect of self-image congruity -  

Kim, Hyojung (Dept. of Fashion Industry, Ewha Womans University)
Park, Minjung (Dept. of Fashion Industry, Ewha Womans University)
Publication Information
The Research Journal of the Costume Culture / v.28, no.6, 2020 , pp. 719-737 More about this Journal
Abstract
Live-streaming commerce business is growing as the consumption of video content and Smartphone shopping increases. This study examines the following three aspects: whether para-social interaction influences perceived interactivity; whether seller trust affects satisfaction with the experience; whether relationships are controlled by a moderated mediator of self-image congruity. An online survey was conducted with 203 women aged 20-30 years. They were asked to respond to the survey after watching a beauty category live-streaming commerce broadcast. The results revealed that the para-social interaction had a significant effect on perceived interactivity, seller trust and satisfaction with the experience. The findings also indicated that the perceived interactivity and seller trust mediated the relationship between para-social interaction and satisfaction with the experience. Regarding the mediated moderation effect of self-image congruity, it was statistically significant between para-social interaction and perceived interactivity through seller trust. A higher level of consumer's self-image congruity influenced the greater effect of para-social interaction on live commerce experience. This study makes important theoretical contributions to the para-social interaction in mobile commerce industry by emphasizing the mediating role of perceived interactivity and seller trust. This is achieved by examining the moderating effects of self-congruity on satisfaction with the experience. The results also verify the seller's crucial role in live-streaming commerce market which leads to the consumers greater fulfillment.
Keywords
live-streaming commerce; para-social interaction; perceived interactivity; satisfaction with the experience; self-image congruity;
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Times Cited By KSCI : 5  (Citation Analysis)
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