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http://dx.doi.org/10.14400/JDC.2022.20.5.221

The study on the effect of live commerce users' motivation on engagement and attitude: Focusing on the Untact consumption culture  

Yan, Wen-Yan (Division of Business Administration, Honam University)
Qu, Yu-Bing (Division of Business Administration, Chong-ang University)
Yoon, Yeong-Hye (Division of Global MICE, Dongduk Women's University)
Publication Information
Journal of Digital Convergence / v.20, no.5, 2022 , pp. 221-226 More about this Journal
Abstract
The purpose of this study is to explore the differentiated motivations of users of live commerce by focusing on the entry into untact consumption culture. In addition, we intend to verify the mediating effect of engagement in the relationship between the motivation and attitude of live commerce use. As for the research method, an online survey was conducted targeting live commerce users, and 245 valid samples were used for analysis. For data analysis, frequency analysis, exploratory factor analysis, reliability analysis, multiple regression analysis, and mediation regression analysis were performed. As a result of the analysis, the motivation for using live commerce was derived from four factors: Enjoyment of interaction, Substitutability of personal examination, Need for community, Trend setting. And Engagement was found to have a significant effect on attitude. Finally, engagement was found to have a partial mediating effect in the relationship between the motivation and attitude of live commerce use. The research results will provide implications for understanding non-face-to-face consumption culture and establishing effective strategies for the live commerce industry in the future.
Keywords
Live commerce; Motivation; Engagement; Attitude; Untact consumption culture;
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