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http://dx.doi.org/10.5850/JKSCT.2020.44.4.639

Perceived Service Quality through Cognitive Communion of Social Live Streaming Service (SLSS) of Fashion Product and Moderating Effect of Purchasing Experience  

Song, Yea Jin (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University)
Lee, Yuri (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University/The Research Institute of Human Ecology, Seoul National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.44, no.4, 2020 , pp. 639-656 More about this Journal
Abstract
Consumers' shopping experience has recently expanded to mobile and social networks; in addition, online fashion retailers started to focus on real-time interaction services as an emerging marketing tool. This study explores the consumer' shopping experience based on social live streaming services (SLSS) to investigate consumer's response behavior and effects through perceived service quality. An online survey method was conducted and a total of 186 female consumer panels were collected. The results indicate that cognitive communion of co-experience had a significant effect on perceived SLSS service quality (responsiveness, contents informativeness, playfulness, system availability). Service quality of SLSS (responsiveness, contents informativeness, and playfulness) had significant effect on trust in SLSS seller while system availability had no significant effect. Also, trust in seller showed significant effect on purchase intention. Last, it was confirmed that the moderating effect of purchasing experience of SLSS was significant in the relationship between cognitive communion and responsiveness/playfulness. There was also an additional significant moderating effect of purchasing experience between system availability and trust in seller.
Keywords
Social live streaming service (SLSS); Cognitive communion; Service quality of SLSS; Purchasing experience;
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