• Industry Promotion Research
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• v.8 no.3
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• pp.181-199
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• 2023

E-commerce is gradually upgrading from traditional text and image formats to short video and livestreaming formats. Livestreaming e-commerce enriches the content and forms of information dissemination and product display, enhances the consumer's shopping experience, and gradually becomes the mainstream new consumer scene. However, there are many negative phenomena in the development of livestreaming e-commerce, such as false propaganda, counterfeit goods, and various negative events, which seriously affect the level of consumer trust in livestreaming e-commerce. Trust is the core competitive factor of livestreaming e-commerce. Based on previous research on trust theory and combined with the characteristic elements of "people, goods, and scenes" of livestreaming e-commerce, this article constructs a trust model for livestreaming e-commerce, proposes hypotheses, and proves through empirical research that factors such as store characteristics, livestream host characteristics, brand image, product information, platform reputation, livestreaming situation, and trust tendency have a significant positive impact on consumer trust. Based on the research conclusions, this article provides insights and management suggestions, such as emphasizing the construction of store characteristic indicators, creating desirable livestream host characteristics, focusing on product brand building and selection, maintaining the display of product information, selecting suitable livestreaming platforms, and creating rich content for livestreaming situations.

• Journal of the Korea Society of Computer and Information
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• v.29 no.3
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• pp.199-216
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• 2024

This research examines the factors influencing consumer purchase intentions in e-commerce live streaming, set against the backdrop of the internet celebrity economy. The investigation serves as a pivotal inquiry into the dynamics of this economy, striving to uncover the extent of internet celebrities' influence, particularly in terms of their economic impact. Employing the Emotional Behavioral Cognitive (ABC) attitude theory and the Stimulus Organism Response (S-O-R) theory as foundational frameworks, this study scrutinizes internet celebrity live streaming sales. It incorporates direct observations and leverages existing scholarly work to devise a tailored measurement scale and questionnaire. From this, a research model and hypotheses are developed, leading to the establishment of an empirical model. This empirical model is instrumental in statistically analyzing how e-commerce live streaming, within the internet celebrity economy context, shapes consumer purchase intentions. By integrating theoretical insights and empirical findings, the research elucidates the strategic dimensions and consumer behavior aspects in digital commerce. It enhances understanding of how internet celebrity influence intersects with consumer purchasing processes. Overall, this study contributes to the academic discourse on digital marketing and consumer behavior, providing a nuanced perspective on the mechanisms through which internet celebrities affect e-commerce. It offers valuable implications for marketers, strategists, and policymakers aiming to navigate the complex landscape of the internet celebrity economy.

• Journal of the Korea Society of Computer and Information
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• v.29 no.6
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• pp.211-221
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• 2024

Live streaming commerce has emerged as an innovative e-commerce model. This study, based on the Elaboration Likelihood Model (ELM), aims to explore the impact of Key Opinion Consumers' (KOCs) attributes in live streaming commerce on purchase intentions on short video platforms. A survey was conducted with 411 consumers, and data analysis and hypothesis testing were performed using SPSS 24.0 and AMOS 23.0 software. Research has found that differences in consumers' information processing abilities lead to different pathway selections. Central route factors such as recommendation consistency, product involvement, and professionalism, as well as peripheral route factors such as recommendation timeliness, all have significant positive effects on consumers' purchase intention. However, visual cues in the peripheral route do not have a significant impact. This study aims to provide theoretical support and practical guidance for the development of the live streaming commerce industry, and to help companies adjust their promotion strategies based on differences in consumer information processing, thereby improving purchase conversion rates.

• Journal of the Korea Society of Computer and Information
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• v.28 no.10
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• pp.277-289
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• 2023

The purpose of this study is to explore the mechanisms influencing consumers' continued intention to use live-streaming e-commerce for shopping, providing strategic recommendations for businesses to optimize live-streaming activities and enhance consumers' shopping experiences. In this paper, we innovatively integrate the UTAUT2 and ECM theoretical models to construct a comprehensive research framework. This framework not only thoroughly reveals the multi-dimensional variables that affect consumers' continuous usage intentions but also delves deeply into the interrelationships among these variables. We collected data extensively through surveys and utilized the Structural Equation Modeling and Bootstrapping methods for analysis. The research results indicate that performance expectation plays a crucial role in determining the continuous usage intention; satisfaction exerts a significant mediating effect between performance expectation and four other variables concerning continuous usage intention; and expectation confirmation stands out as the most prominent factor in enhancing satisfaction.