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http://dx.doi.org/10.15207/JKCS.2022.13.01.201

A Study on the Effect of Live Commerce Influencer's attributes on Consumer Satisfaction, Repurchase Intention and Flow - Focus on Taobao Service  

Guo, Xiao-Yue (Department of Digital Design, Kyungsung University)
Bae, Seung-Ju (Kyungsung University)
Lee, Sang-Ho (Department of Digital Design, Kyungsung University)
Publication Information
Journal of the Korea Convergence Society / v.13, no.1, 2022 , pp. 201-213 More about this Journal
Abstract
This study attempted to identify the influencing factors of Taobao Online Live Commerce influencer's attributes on Taobao Live Platform users' post-purchase satisfaction, repurchase intention and flow, and addiction. Through previous studies, researchers set the live commerce influencer attributes into four categories: expertise, attractiveness, interactivity, and aesthetics, and examined the effects of these attributes on consumers' repurchase intentions, flow and addiction. As a result of the study, it was confirmed that among the attributes of Live Commerce influencer, professionalism, interactivity, and aesthetics had a significant effect on the utilitarian shopping value in consumer satisfaction, and four attributes, including attractiveness, had a positive effect on the hedonic shopping value. In consumer satisfaction, hedonic shopping value had a positive effect on utilitarian shopping value satisfaction. In addition, it was found that consumers' satisfaction after purchase affects repurchase intention and immersion. The effect of flow on repurchase intention and addiction was also confirmed. It is hoped that this study will help revitalize influencer marketing in the growing live commerce market and provide basic data to contribute to establishing marketing strategies.
Keywords
LiveCommerce Influencer; Consumer Satisfaction; Repurchase Intention; Flow; Addiction;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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