Browse > Article
http://dx.doi.org/10.5805/SFTI.2022.24.3.303

The Effects of Characteristics of Live Commerce on Consumer Attachment Formation and Behavior Intention - A Socio-technical Systems Perspective -  

Cha, Yerin (Dept. of Fashion Industry, Ewha Womans University)
Kim, Hyejeong (Dept. of Fashion Industry, Ewha Womans University)
Park, Minjung (Dept. of Fashion Industry, Ewha Womans University)
Publication Information
Fashion & Textile Research Journal / v.24, no.3, 2022 , pp. 303-314 More about this Journal
Abstract
This study examined the impact of the social features (identification, interaction, information value) and technical features (visibility affordance, metavoicing affordance, social connecting affordance) in live commerce on consumers' attachment, which in turn affects consumers' continued intent to watch live commerce and intent to purchase from the platform. Consumers' attachment was represented by emotional attachment to the live shopping streamer and functional dependence on live commerce. Furthermore, this study investigated the effect of attachment on continuous watching intention and purchase intention. Using a web-based survey and consumers in their 20s and 30s (average age: 30.32) as a sample, this study collected 274 usable responses. The results showed that among the live commerce social system constructs, identification and interaction positively affected emotional attachment to the live commerce streamer. Among the live commerce technical system constructs, visibility affordance and social connecting affordance positively influenced functional dependence on live commerce. Both emotional attachment to the live streamer and functional dependence on live commerce were positively related to a continued intent to watch, which influenced the intent to purchase. This study empirically investigated live commerce based on the socio-technical systems framework and confirmed that both social and technical factors have a significant effect on consumers. This study also identified the impact of live commerce on consumers' attitudes through attachment theory. In addition, it has proved the antecedents and effect of continuous watching of live commerce on purchase behavior by focusing on continuous watching intention where less attention was paid in live commerce research.
Keywords
live commerce; socio-technical systems; IT affordance; attachment; continuous watching intention;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 Johnson, J. W., & Rapp, A. (2010). A more comprehensive understanding and measure of customer helping behavior. Journal of Business Research, 63(8), 787-792. doi:10.1016/j.jbusres.2008.03.006   DOI
2 Smith, T., Obrist, M., & Wright, P. (2013). Live-streaming changes the (video) game. In Proceedings of the 11th European Conference on Interactive TV and Video, 131-138. doi:10.1145/2465958.2465971 New York, United States: Association for Computing Machinery.   DOI
3 Carlson, B. D., Suter, T. A., & Brown, T. J. (2008). Social versus psychological brand community - The role of psychological sense of brand commu-nity. Journal of Business Research, 61(4), 284-291. doi:10.1016/j.jbusres.2007.06.022   DOI
4 Hu, M., Zhang, M., & Wang Y. (2017). Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification framework. Computer in Human Beh-avior, 75, 594-606. doi:10.1016/j.chb. 2017.06.006   DOI
5 Japutra, A., Ekinci, Y., & Simkin, L. (2014). Exploring brand attachment, its determinants and outcomes. Journal of Strategic Marketing, 22(7), 616-630. doi:10.1080/0965254X.2014.914062   DOI
6 Jarboe, G. R., & McDaniel, C. D. (1987). A profile of browsers in regional shop-ping malls. Journal of the Academy of Marketing Science, 15(1), 46-63. doi:10.1007/BF02721953   DOI
7 Kelley, H. H., & Thibaut, J. W. (1978). Inter-personal relations - A theory of inter-dependence. New Jersey, NJ: Wiley.
8 Kim, K. K., Shin, H. K., Lee, Y., & Lee, K. W. (2010). A study on the influences of attachment perspectives toward continued use intention in smartphone service usage. Journal of Information Technology Applications & Manage-ment, 17(4), 83-105.
9 Lee, H., & Lim, J. (2017). Structural equation modeling with AMOS 24. Seoul: Jyphyuntae.
10 Lee, Y. (2017, December 20). 라이브 비디오 커머스: 실시간 채팅 기반의 시청자 참여 유도와 수익화 [Live video commerce: Viewer participation induction based on live chat and monetization]. Brightcove. Retrieved May 6, 2020 from https://www.brightcove.com/ko/blog/라이브-비디오-커머스-실시간채팅-기반의-시청자-참여-유도와-수익화
11 Leonardi, P. M. (2014). Social media, knowledge sharing, and innovation - Toward a theory of communication visibility. Information Systems Resea-rch, 25(4), 796-816. doi:10.1287/isre.2014.0536   DOI
12 Ma, Y. (2015). A study on the effect of characteristics of Korean drama on the intention of continuing watching in China - Focused on Beijing, Shanghai and Guangzhou Unpublished master's thesis, Chung-Ang University, Seoul.
13 Hamilton, W. A., Garretson, O., & Kerne, A. (2014). Streaming on Twitch - Fost-ering participatory communities of play within live mixed media. Proceedings of the SIGCHI Conference on Human Factors in Computing Systems (pp. 1315-1324). New York, United States: Association for Computing Machinery. doi:10.1145/2556288.2557048   DOI
14 Kwon, S. J. (2015). Continued usage with attachment on mobile devices influ-encing perceived value and perceive enjoyment. The Journal of Information System, 24(1), 119-145. doi:10.5859/KAIS.2015.24.1.119   DOI
15 Wang, T., Kang, M., & Fu, B. (2013). Understanding user acceptance of micro-blog services in China using the extended motivational model. Pacific Asia Conference on Information Systems 2013 Proceeding, Korea, pp.214.
16 Leonardi, P. M., Hyusman, M., & Steinfield, C. (2013). Enterprise social media - Definition, history, and prospects for the study of social technologies in organizations. Journal of Computer-Mediated Communication, 19(1), 1-19. doi:10.1111/jcc4.12029   DOI
17 Lu, Z., Xia, H., Heo, S., & Wigdor, D. (2018). You watch, you give, and you engage - A study of live streaming practices in China. Proceedings of the 2018 CHI Conference on Human Factors in Computing Systems (pp. 1-13). New York, United States: Association for Computing Machinery. doi:10.114 5/3173574.3174040   DOI
18 Markus, H., & Nurius, P. (1986). Possible selves. American Psychologist, 41(9), 954-969. doi:10.1037/0003-066X.41.9.954   DOI
19 Mcadams, D. P., & Bryant, F. B. (1987). Intimacy motivation and subjective mental health in a nationwide sample. Journal of Personality, 55(3), 395-413. doi:10.1111/j.1467-6494.1987.tb00444.x   DOI
20 Mugge, R., Schifferstein, H. N. J., & Schoormans, J. P. L. (2010). Product attachment and satisfaction - Understanding consumers' post-purchase behavior. Journal of Consumer Marketing, 27(3), 271-282. doi:10.1108/07363761011038347   DOI
21 Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139-168. doi:10.1086/209154   DOI
22 Ng, T. W. (2015). The incremental validity of organizational commitments, orga-nizational trust, and organizational identification. Journal of Vocational Behavior, 88, 154-163. doi:10.1016/j.jvb.2015.03.003   DOI
23 Warrington, P., & Shim, S. (2000). An empirical investigation of the relationship between product involvement and brand commitment. Psychology & Marketing, 17(9), 761-782. doi:10.1002/1520-6793(200009)17:9<761::AID-MAR2>3.0.CO;2-9   DOI
24 Lin, C. P. (2007). To share or not to share - Modeling tacit knowledge sharing, its mediators and antecedents. Journal of Business Ethics, 70(4), 411-428. doi:10.1007/s10551-006-9119-0   DOI
25 Bhattacherjee, A. (2001). Understanding information systems continuance - An expectation-confirmation model. MIS Quarterly, 25(3), 351-370. doi:10.2307/3250921   DOI
26 Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading the word - Investigating antecedents of consumers' positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33(2), 123-138. doi:10.1177/0092070304268417   DOI
27 Burt, R. S. (2004). Structural holes and good ideas. American Journal of Sociology, 110(2), 349-399. doi:10.1086/421787   DOI
28 Cai, J., Wohn, D. Y., Mittal, A., & Sureshbabu, D. (2018). Utilitarian and hedonic motivations for live streaming shopping. ACM Conference on Interactive Experiences for Television and Online Video (pp. 81-88). New York, United States - Association for Computing Machinery. doi:10.1145/3210825.3210837   DOI
29 Chen, X., Wei, S., Davison, R. M., & Rice, R. E. (2020). How do enterprise social media affordances affect social network ties and job performance?. Information Technology & People, 33(1), 361-388. doi:10.1108/ITP-11-2017-0408   DOI
30 Chen, A., Lu, Y., & Wang, B. (2017). Customers' purchase decision-making process in social commerce - A social learning perspective. International Journal of Information Management, 37(6), 627-638. doi:10.1016/j.ijinfomgt.2017.05.001   DOI
31 Wong J. Y., & Lai, T. C. (2015). Celebrity attachment and behavioral intentions - The mediating role of place attachment. International Journal of Tourism Research, 17, 161-170. doi:10.1002/jtr.1974   DOI
32 Wongkitrungrueng, A., & Assaut, N. (2018). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, Available online 1 September 2018, 1-14. doi:10.1016/j.jbusres.2018.08.032   DOI
33 Wu, L. (2013). Social network effects on productivity and job security - Evidence from the adoption of a social networking tool. Information Systems Research, 24(1), 30-51. doi:10.1287/isre.1120.0465   DOI
34 Yuksel, A., Yuksel, F., & Bilim, Y. (2010). Destination attachment - Effects on customer satisfaction and cognitive, affective and conative loyalty. Tourism Management, 31(2), 274-284. doi:10.1016/ j.tourman.2009.03.007   DOI
35 Zhong, X., Huang, Q., Davison, R. M., Yang, X., & Chen, H. (2012). Empowering teams through social network ties. International Journal of Information Management, 32(3), 209-220. doi:10.1016/j.ijinfomgt.2011.11.001   DOI
36 Dong, X., & Wang, T. (2018). Social tie formation in Chinese online social commerce - The role of IT affordances. International Journal of Information Management, 42, 49-64. doi:10.1016/j.ijinfomgt.2018.06.002   DOI
37 Feeney, J. A., & Noller, P. (1996). Adult Attachment. California, CA: Sage Publications.
38 Deci, E. L., & Ryan, R. M. (1985). Intrinsic motivation and self-determination in human behavior. New York, NY: Plenum Press.
39 Dwayne Ball, A., & Tasaki, L. K. (1992). The role and measurement of attachment in consumer behavior. Journal of Consumer Psychology, 1(2), 155-172. doi:10.1016/S1057-7408(08)80055-1   DOI
40 Fang, J., Chen, L., Wen, C., & Prybutok, V. R. (2018). Co-viewing experience in video websites - The effect of social presence on e-loyalty. International Journal of Electronic Commerce, 22(3), 446-476. doi:10.1080/1086441 5.2018.1462929   DOI
41 Folkvord, F., Bevelander, K. E., Rozendaal, E., & Hermans, R. (2019). Children's bonding with popular YouTube vloggers and their attitudes toward brand and product endorsements in vlogs - An explorative study. Young Consumers, 20(2), 77-90. doi:10.1108/YC-12-2018-0896
42 Golbeck, J. (2016, July 28). You're not really friends with that internet celebrity. Psychology Today. Retrieved May, 6, 2020 from https://www.psychologytoday.com/ca/blog/your-online-secrets/201607/youre-not-really-friends-internet-celebrity
43 Ellison, N. B., Gibbs, J. L., & Weber, M. S. (2014). The use of enterprise social network sites for knowledge sharing in distributed organizations - The role of organizational affordances. American Behavior Scientist, 59(1), 103-123. doi:10.1177/0002764214540510   DOI
44 Hong, H., Lee, Y., & Lee, H. E. (2020). A study on the effect of ASMR video viewing motivation on viewing satisfaction and continued viewing intention. Journal of Speech, Media and Communication Research, 19(2), 97-127. doi:10.22902/jsmcr.2020.19.2.003   DOI
45 Hou, F., Guan, Z., Li, B., & Chong, A. Y. L. (2019). Factors influencing people's continuous watching intention and consumption intention in live streaming - Evidence from China. Internet Research, 30(1), 141-163. doi:10.110 8/INTR-04-2018-0177   DOI
46 Chen, Z., Cenfetelli, R., & Benbasat, I. (2019). The influence of Ecommerce live streaming on lifestyle fit uncertainty and online purchase intention of experience products. Proceedings of the 52nd Hawaii International Conference on System Sciences, Hawaii, pp.5081-5090.
47 Dong, X., Wang, T., & Benbasat, I. (2016). IT affordances in online social commerce - Conceptualization validation and scale development. Proceedings of Twenty-Second Americas Conference on Information Systems (pp. 1-10). San Diego, United States: AIS Electronic Library.
48 Hou, F., Guan, Z., Li, B., Hu, Y., & Chong, A. Y. L. (2020). Understanding purchase intention in E-commerce live streaming - Roles of relational benefits, technological features and fan identity salience. Pacific Asia Conference on Information Systems 2020 Proceedings, 46. https://aisel.aisnet.org/pacis2020/46
49 Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis(7th ed.). London, LD: Pearson Prentice Hall.
50 Lu, B., Fan, W., & Zhou, M. (2016). Social presence, trust, and social commerce purchase intention - An empirical research. Computer in Human Beha-vior, 56, 225-237. doi:10.1016/j.chb.2015.11.057   DOI
51 Kowalczyk, C. M., & Pounders, K. R. (2016). Transforming celebrities through social media - The role of authenticity and emotional attachment. Journal of Product & Brand Management, 25(4), 345-356. doi:10.1108/JPBM-09-2015-0969   DOI
52 Leonardi, P. M. (2015). Ambient awareness and knowledge acquisition - Using social media to learn 'who knows what' and 'who knows whom'. MIS Quarterly, 39(4), 747-762.   DOI
53 Mantymaki, M., & Salo, J. (2011). Teenagers in social virtual worlds - Continuous use and purchasing behavior in Habbo Hotel. Computers in Human Behavior, 27, 2088-2097. doi:10.1016/j.chb.2011.06.003   DOI
54 Morris, J. H., & Steers, R. M. (1980). Structural influences on organizational commitment. Journal of Vocational Behavior, 17(1), 50-57. doi:10.1016/0001-8791(80)90014-7   DOI
55 Bostrom, R. P., & Heinen, J. S. (1977). MIS Problems and Failures - A Socio-Technical Perspective. Part I - The Causes. MIS Quarterly, 1(4), 11-28. doi:10.2307/248710   DOI
56 Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. doi:10.1016/0749-5978(91)90020-T   DOI
57 Aron, A., McLaughlin-Volpe, T., Mashek, D., Lewandowsky, G., Wright, S. C., & Aron, E. N. (2004). Including others in the self. European Review of Social Psychology, 15(1), 101-132. doi:10.1080/10463280440000008   DOI
58 Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27(2), 184-206. doi:10.1177/0092070399272005   DOI
59 Cai, J., & Wohn, D. Y. (2019). Live streaming commerce: uses and gratifications approach to understanding consumers' motivations. Proceedings of the 52nd Hawaii International Conference on System Sciences, Hawaii, pp. 2548-2557.
60 Chai, S., & Kim, M. (2012). A socio-technical approach to knowledge contribution behavior - An empirical investigation of social networking sites users. International Journal of Information Management, 32, 118-126. doi:10.1016/j.ijinfomgt.2011.07.004   DOI
61 Park, H. K. (2020). 라이브 커머스 [Live commerce]. 마케팅, 54(6), 43-54.
62 Park, C. W., Maclnnis, D. J., Priester, J. R., Eisingerich, A. B., & Iacobucci, D. (2010a). Brand attachment and brand attitude strength - Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1-17. doi:10.1509/jmkg.74.6.1   DOI
63 Lee, M. S., & Park, S. C. (2012). Exploring the mediating role of emotional attachment in Internet auctions. Journal of Product Research, 30(5), 171-184.   DOI
64 Park, H. J., & Lin, L. M. (2020). The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement. Journal of Retailing and Consumer Services, 52, 1-6. doi:10.1016/j.jretconser.2019.101934   DOI
65 Rosen, S. (2001). Sticky website is key to success. Chicago, CHI: Communication World.
66 Park, Y. K., Yan, G. H., & Quan, C. H. (2010b). The research on effect of IPTV's properties on reception satisfaction and continuous use. The Journal of Internet Electronic Commerce Research, 10(2), 191-205.   DOI
67 Pasmore, W., Francis, C., & Shani, A. (1982). Social technical systems - A north American reflection on empirical studies of the seventies. Human Relations, 35(12), 1179-1204. doi:10.1177/001872678203501207   DOI
68 Reis, H. T., & Patrick, B. C. (1996). Attach-ment and intimacy - Component proce-sses. In E. T. Higgins, & A. W. Kruglanski (Eds.), Social psychology: Handbook of basic principles(pp. 523-563). New York, NY: Guilford Press.
69 Shin, D., & Choi, M. J. (2015). Ecological views of big data - Perspectives and issues. Telematics and Informatics, 32(2), 311-320. doi:10.1016/j.tele.2014.09.006   DOI
70 Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce - An IT affordance perspective. Electronic Commerce Research and Applications, 37, 1-12. doi:10.1016/j.elerap.2019.100886   DOI
71 Venkatesh, V., & Agarwal, R. (2006). Turning visitors into customers - A usability centric perspective on purchase behavior in electronic channels. Management Science, 52(3), 367-382. doi:10.1287/mnsc.1050.0442   DOI
72 Thomson, M. (2006). Human brands - Investigating antecedents to consumers' strong attachments to celebrities. Journal of Marketing, 70(3), 104-119. doi:10.1509/jmkg.70.3.104   DOI
73 Treem, J. W., & Leonardi, P. M. (2012). Social media use in organizations exploring the affordances of visibility, editability, persistence, and association. Communication Yearbook, 36, 143-189. doi:10.1080/23808985.2013.11679130   DOI
74 Tuskej, U., Golob, U., & Podnar, K. (2013). The role of consumer-brand identification in building brand relationships. Journal of Business Research, 66(1), 53-59. doi:10.1016/j.jbusres.2011.07.022   DOI
75 Wallendorf, M., & Arnould, E. J. (1988). My favorite things - A cross-cultural inquiry into object attachment, possessiveness, and social linkage. Journal of Consumer Research, 14(4), 531-547. doi:10.1086/209134   DOI
76 Wan, J., Lu, Y., Wang, B., & Zhao, L. (2017). How attachment influences users' willingness to donate to content creators in social media - A sociotechnical systems perspective. Information & Management, 54, 837-850. doi:10.1016/j.im.2016.12.007   DOI
77 Durkin, M., Mulholland, G., & McCartan, A. (2015). A socio-technical perspective on social media adoption - A case from retail banking. International Journal of Bank Marketing, 33(7), 944-962. doi:10.1108/IJBM-01-2015-0014   DOI
78 Fedorikhin, A., Park, C. W., & Thomson, M. (2008). Beyond fit and attitude - The effect of emotional attachment on consumer responses to brand extensions. Journal of Consumer Psychology, 18(4), 281-291. doi:10.1016/j.jcps.2008.09.006   DOI
79 Zhou, L., Wang, W., Xu, J., Liu, T., & Gu, J. (2018). Perceived information transparency in B2C e-commerce - An empirical investigation. Information & Management, 55(7), 912-927. doi:10.1016/j.im.2018.04.005   DOI