• International journal of advanced smart convergence
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• v.10 no.4
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• pp.149-157
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• 2021

This study aims to understand how an influencer's social and physical attractiveness, background and value homophily influences consumer's emotional attachment, which in turn causes user stickiness with regards the influencer's live commerce. We tested all proposed hypotheses among users of the online shopping platform "TaoBao". Ultimately, 297 questionnaires were collected by means of an online survey. The results revealed that social and physical attractiveness positively influence emotional attachment. Meanwhile only value homophily significantly affected emotional attachment, whereas background homophily did not significantly affect emotional attachment. Additionally, emotional attachment was found to significantly influence live commerce stickiness. We also investigated the moderation effect of perceived beauty trends of products sold on live commerce, where the results indicated that high beauty tends to have a higher effect on live commerce stickiness behavior. Lastly, theoretical and managerial implications have been offered.

• Journal of the Korean Applied Science and Technology
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• v.39 no.2
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• pp.281-293
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• 2022

In this study, the effect of beauty live commerce service quality on satisfaction, trust, and loyalty was investigated. To this end, a total of 246 questionnaires were collected and frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and regression analysis were performed using the statistical package SPSS 26.0. The main results are as follows. First, it was found that information usefulness, interactivity, and entertainment, which are components of beauty live commerce service quality, had a significant effect on satisfaction and trust. Second, satisfaction was found to have a significant effect on trust and loyalty. Third, trust was found to have a significant effect on loyalty. As a result of the above, all five hypotheses were accepted. In order to induce loyalty, satisfaction and trust must be satisfied.

• Journal of the Korean Applied Science and Technology
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• v.38 no.3
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• pp.638-650
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• 2021

This study collected data from 301 men and women in their teens and 50s living in Seoul and Gyeonggi Province to analyze the impact of gender, age, and experience in purchasing cosmetics through live commerce on purchasing satisfaction and continuous purchase intention. As a result, the purchasing experience through live commerce was classified as 'practical value', 'entertainment value' and 'trusted value', and purchase satisfaction and continuing purchase intention were presented in a single dimension. Depending on gender and age, the experience of purchasing cosmetics through live commerce has had a positive impact on purchasing satisfaction and continuous purchase intention. Depending on gender and age, purchase satisfaction affects continuous purchase intention. The results of this study are expected to be the basis for establishing marketing strategies that utilize live commerce by gender and age in the cosmetics industry.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.2
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• pp.371-391
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• 2023

This study examines the impact of live commerce characteristics on customer responses in the ELM perspective. Based on ELM, the central route is composed of information completeness, accuracy, and currency, and the peripheral route is composed of streamer credibility, streamer reputation, social presence, and system quality. An online survey of female customers aged 20 to 49 who have purchased beauty products through live commerce within the past three months was conducted. The results demonstrate that information completeness and information currency exert significant impact on perceived usefulness and enjoyment. Social presence and system quality also exert significant impact on perceived usefulness and enjoyment. Moreover, perceived usefulness and enjoyment had significant impact on behavioral intention. The effect of information completeness on perceived usefulness and enjoyment was much stronger for high product involvement groups. Furthermore, the effect of streamer reputation on perceived enjoyment was much stronger for high product involvement groups. In contrast, the effect of social presence on perceived usefulness and enjoyment was much stronger for low product involvement groups. This study suggests theoretical implications for applying ELM to live commerce and practical implications for differentiated live commerce marketing strategies.

• Fashion & Textile Research Journal
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• v.23 no.1
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• pp.70-83
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• 2021

Live-streaming commerce is attracting attention as a noticeable trend in the retail industry. It is a new mobile shopping service platform developed by combining live streaming with e-commerce technologies. This study examined the impact of para-social interactions on consumer impulse buying behavior and investigated the impact through task complexity as well as perceived amount of information. To achieve this goal, 203 women using a mobile commerce participated in an online survey after experiencing beauty live-streaming commerce. The collected data were analyzed using SPSS 25.0, AMOS 23.0, and SPSS PROCESS Macro program. The results of the study revealed that para-social interactions negatively influenced task complexity, positively influenced perceived amounts of information, and positively influenced impulse buying behavior. In addition, impulse buying behavior was negatively influenced by task complexity versus positively that was influenced by perceived amounts of information. The impact of para-social interactions on impulse buying behavior is mediated by task complexity and perceived information. The findings of this study contribute to the theoretical extension of para-social interaction on impulse buying behavior in the context of live-streaming commerce. The implications of the findings suggest practical marketing strategies for digital media commerce retailers.

• The Research Journal of the Costume Culture
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• v.28 no.6
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• pp.719-737
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• 2020

Live-streaming commerce business is growing as the consumption of video content and Smartphone shopping increases. This study examines the following three aspects: whether para-social interaction influences perceived interactivity; whether seller trust affects satisfaction with the experience; whether relationships are controlled by a moderated mediator of self-image congruity. An online survey was conducted with 203 women aged 20-30 years. They were asked to respond to the survey after watching a beauty category live-streaming commerce broadcast. The results revealed that the para-social interaction had a significant effect on perceived interactivity, seller trust and satisfaction with the experience. The findings also indicated that the perceived interactivity and seller trust mediated the relationship between para-social interaction and satisfaction with the experience. Regarding the mediated moderation effect of self-image congruity, it was statistically significant between para-social interaction and perceived interactivity through seller trust. A higher level of consumer's self-image congruity influenced the greater effect of para-social interaction on live commerce experience. This study makes important theoretical contributions to the para-social interaction in mobile commerce industry by emphasizing the mediating role of perceived interactivity and seller trust. This is achieved by examining the moderating effects of self-congruity on satisfaction with the experience. The results also verify the seller's crucial role in live-streaming commerce market which leads to the consumers greater fulfillment.

• Journal of Wellbeing Management and Applied Psychology
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• v.6 no.1
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• pp.33-36
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• 2023

Purpose: This study analyzed the perfume buying behavior of 561 men in their 20s and 30s. Research design, data and methodology: The demographic characteristics of the study subjects were analyzed frequently, the use of perfumes and chi-square tests were performed to identify differences in purchasing behavior, and the Likert 5-point scale was used to measure the importance of the reasons for choosing perfumes. Results: The most commonly used perfume product was Eau de Toilette, which had statistically significant differences with age and education (p<.05). Perfumes were most commonly purchased at health and beauty stores, with statistically significant differences by age, marital status, and education (p<.05). Conclusions: The study subjects have a high purchasing power for perfume products and are proficient in using smart devices, so they have a high level of information through beauty platforms, so they need to promote online products by introducing live commerce, etc.