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http://dx.doi.org/10.5850/JKSCT.2021.45.3.464

Effects of Perceived Relational Benefits in Live Commerce on Consumer Trust and Purchase Intention  

Park, Shinyoung (Dept. of Fashion Design & Marketing, Seoul Women's University)
Shin, Su-yun (Dept. of Fashion Design & Marketing, Seoul Women's University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.45, no.3, 2021 , pp. 464-476 More about this Journal
Abstract
This study empirically investigated the relationship benefits perceived by consumers from a live commerce channel and verified effects on trust in seller/product relationship and purchase intention to establish a strategy for a live commerce channel. An online survey was conducted among 204 women residing in Korea who had watched a video on fashion products shown by the NAVER Shopping channel. The perceived relational benefits from the live commerce channel were extracted into four groups: psychological, social, economic, and customerization benefits. Psychological benefits were found to have a positive effect on trust in seller but not trust in product. Social benefits and customization benefits had a positive effect on both trust in seller and product, but economic benefits had no effect. Trust in seller and in product had positive effects on purchase intention. Understanding consumer response in relation to perceived relationship benefits in live commerce can contribute strengthen consumer behavior research on live commerce channels. These results can guide fashion companies as they develop live commerce marketing strategies.
Keywords
Live commerce; Relational benefits; Trust in seller; Trust in product;
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Times Cited By KSCI : 3  (Citation Analysis)
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