• Journal of Information Technology Applications and Management
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• 제31권2호
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• pp.35-49
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• 2024

With the development of e-commerce, live streaming e-commerce, as an emerging marketing method, is on the rise. It integrates various ways of information delivery, providing consumers with unprecedented shopping experiences, particularly through its interactive nature, which can increase audience engagement and immersion. This study delves into how interactive elements in live streaming e-commerce influence consumer emotions and purchase intentions. By employing literature review and empirical analysis methods, we analyzed various interactive factors in the live streaming e-commerce environment and revealed the process through which these factors stimulate audience emotions and lead to specific purchasing behaviors. The results confirm that the interactive appeal of live streaming e-commerce significantly influences consumers' positive emotional responses, consequently enhancing purchase intentions. This study aims to explore the relationship between the interactive features of live streaming e-commerce and consumer emotional responses and purchase intentions, thereby filling theoretical gaps in the field of live streaming e-commerce and proposing new marketing theories. Additionally, by analyzing how interactive features stimulate consumers, optimal live content strategies can be proposed for live streaming e-commerce platforms and hosts, thus aiding in the improvement of marketing strategies and sales effectiveness.

• 한국컴퓨터정보학회논문지
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• 제27권11호
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• pp.295-304
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• 2022

본 연구의 목적은 라이브방송 전자상거래 플랫폼의 특성과 생방송 사업자의 개인적 특성이 생방송 시청자의 충동구매의도에 영향을 미치는 요인과 메커니즘을 규명하는 것이다. 본 연구는 ELM 모델을 기반으로 기존의 미흡한 내용을 심층적으로 조사하고자 한다. 본 연구는 온라인 생방송 이용자를 대상으로 설문조사 형식을 채택하고 SPSS, AMOS, Mplus 등의 분석 소프트웨어를 이용하여 실증분석을 수행하였다. 그 결과, 생방송 플랫폼의 특성은 소비자의 몰입 경험과 만족도에 의미 있는 영향을 미치고, 앵커의 개인적 특성은 소비자의 몰입 경험과 만족도에 의미 있는 영향을 미치고, 소비자의 몰입 경험과 만족도는 의미 있는 영향을 미치는 것으로 나타났다. 충동 구매 의도는 의미 있는 영향을 미치고 몰입경험과 만족도는 생방송플랫폼의 특성과 진행자의 개인적 특성에 매개효과가 있다.

• 한국산업정보학회논문지
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• 제29권2호
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• pp.81-99
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• 2024

최근, 실시간으로 스트리머와 소비자간 특정 제품에 대한 소통을 지원하는 라이브 커머스가 급격히 성장하고 있다. 라이브 커머스는 시각적으로 제품 활용 방법 등을 제공함으로써, 소비자의 합리적 제품 구매를 돕는 비즈니스 모델을 갖추고 있다. 연구의 목적은 소비자가 라이브 커머스에서 느낄 수 있는 불확실성 요소를 제시하고, 스트리머와 플랫폼의 불확실성 감소를 위한 지원 방법을 제시하는 것이다. 연구는 선행연구를 통해 연구 가설을 수립하였으며, 20세 이상의 라이브 커머스를 경험한 이력이 있는 소비자로부터 설문을 받아 가설 검정에 적용하였다. 분석 결과, 스트리머의 자원 원천 신뢰성(신뢰성, 전문성, 평판)이 스트리머 불확실성을 감소시켜 구매 의도에 영향을 주는 것으로 나타났다. 또한, 플랫폼의 반품정책이 소비자의 제품 불확실성과 상호작용 효과를 가져 구매 의도에 영향을 주었다. 연구는 라이브 커머스 소비자의 제품 구매 과정에서의 불확실성 감소 방향을 제시함으로써, 라이브 커머스 플랫폼의 맞춤형 서비스 전략 수립에 기여한다.

• 한국주거학회논문집
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• 제26권6호
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• pp.199-206
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• 2015

The purpose of this study was to identify services and programs that will be needed for helping senior residents to be aging healthfully and comfortably in the university-based retirement community (UBRC). This study conducted a questionnaire survey targeting about 900 faculty and staff members in one of national universities. A total of 214 valid responses were analyzed for identifying necessary services and programs. The study also analyzed the differences in resident's opinions depending on their intention to live in the UBRC. Over 65% of the respondents were willing to live in the UBRC. The most desirable services were healthcare services including emergency care and nursing care and cleaning and laundry services. Regarding the educational and recreational programs, future residents chose physical exercises such as swimming and tennis and music activities such as playing instruments and singing as the most interesting programs they want to experience in UBRC. Most of the respondents were interested in mentoring college students or international students who come to the university for their degrees. The findings from the study should provide a guideline when offering services, programs, and activities in the future UBRC in Korea.

• 한국콘텐츠학회논문지
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• 제22권2호
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• pp.734-751
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• 2022

실시간 온라인 방송이 다양한 플랫폼을 통해 보급되면서 전 세계적으로 큰 인기를 끌고 있다. 특히 코로나 19 대유행으로 인해 사회적 거리두기가 시행됨에 따라 국내 온라인 쇼핑 분야에서 전례 없는 성장세를 보여주고 있다. 본 연구는 IT 어포던스의 관점에서 라이브 커머스의 디지털 플랫폼 차원의 기술 어포던스 특성이 이용자의 상호작용성과 몰입감을 매개로 구매 의도에 어떠한 영향을 미치는지를 살펴보고자 했다. 이를 위해, 국내 라이브 커머스 이용 경험자 440명을 대상으로 온라인 설문조사를 실시하였다. 수집된 자료는 확인적 요인분석과 구조방정식모형을 실시하여 분석하였다. 연구 결과 플랫폼의 메타보이싱과 쇼핑가이드 특성을 높게 인지할수록 이용자의 상호작용성은 높아지는 것으로 나타났다. 또한, 제품에 관한 가시성이 뛰어나다고 느낄수록 이용자는 쇼핑 상황에 더 몰입하는 것으로 밝혀졌다. 나아가 상호작용성과 몰입감은 매개 변수로서 IT 어포던스 특성이 구매 의도에 미치는 영향에 중요한 역할을 수행하는 것으로 나타났다. 본 연구의 결과를 바탕으로 라이브 커머스 마케팅 전략 수립을 위한 이론적·실무적 시사점을 제시하였다.

• Journal of Korean Biological Nursing Science
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• 제17권1호
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• pp.1-10
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• 2015

Purpose: This study is aimed at grasping the benefit/effect of program promoting intention to exercise performance based theory of planned behavior in the elderly who live in the rural areas with degenerative joint diseases (DJDs). Methods: There were 2 groups; 32 people in the experimental group and 24 in the control group, all above the age of 60. Program promoting intention to exercise performance was applied to the experimental group for 12 weeks. Results: Compared to the control group, the experimental group showed a significant the increase of attitude towards exercise, subjective norm, perceived behavior control, exercising intention, and exercise performance. Also, pain as a physical function, joint stiffness, ADLs, body flexibility, parallel, perceived health state as a psychological function, and life satisfaction were significantly improved. Conclusion: We expect that program promoting intention to exercise performance is used in nursing practice for the elderly with DJDs are needed to manage lifestyle.

• 한국프랜차이즈경영연구
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• 제15권2호
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• pp.17-37
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• 2024

Purpose: This study used the SOR model to analyze the impact of live commerce's modified livecommercescape factors (interactivity, presence, playfulness, convenience, and broadcaster characteristics) on repurchase intention through usefulness and flow. Research design, data, and methodology: 1,149 respondents with live commerce purchase experience were collected through an online survey, and the collected data was analyzed with SPSS 25.0 and SmartPLS 4.0 statistical package programs. Results: Presence and playfulness were found to have the highest influence on flow and usefulness. In particular, Presence and broadcaster characteristics were found to be the factors that had the greatest influence on flow. Playfulness was found to have the greatest impact on usefulness, and two-way communication was found to have the lowest influence among the five servicescape factors. Broadcaster characteristics also affect flow but not usefulness, and convenience only affects usefulness and does not affect flow. Flow shows results that affect usefulness and repurchase intention. Conclusion: Our findings provide a richer understanding of causal relationships within the SOR framework, demonstrating that broadcaster characteristics, two-way communication, presence, and playfulness can influence flow, perceived usefulness, and, consequently, consumer purchasing behavior.

• Asia pacific journal of information systems
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• 제33권2호
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• pp.318-341
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• 2023

Mobile TV refers to the service that provides live broadcasting and video-on-demand content through a mobile device. In addition to the advertisement as the early-stage revenue model, the paid subscription model has emerged as a more sustainable revenue source for mobile TV services. In this study, with the surveys of 450 free mobile TV users, we examine the motivational factors influencing their intention to adopt a paid subscription model. Results show that three extrinsic motivations, price fairness, subjective norm, and mobile TV utilization, are positively associated with free users' paid subscription intention. In contrast, intrinsic motivations, such as hedonic need, spatiotemporal convenience, and self-efficacy, have no significant influence on the intention. We also found that the expected value is positively associated with attitude toward mobile TV service, also positively influencing the paid subscription intention.

• 산경연구논집
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• 제14권9호
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• pp.31-39
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• 2023

Purpose: Social media's increasing adoption and the development of digital technology have completely changed how businesses interact with their clients. The current study is to examine the impact of live broadcasts on consumers' perceptions and actions across a range of fresh food goods. Research design, data and methodology: The scrutiny relies on the existing peer-reviewed literature, which may prevent a comprehensive evaluation of some recent advancements in the subject. Despite these caveats, the outcomes of this scrutiny are anticipated to contribute significantly to our understanding of the effect of live broadcast marketing on consumers' propensity to make purchases. Results: Previous literature review clearly states that 'Live Broadcast of Fresh Food' to attract relevant customers should be followed: (1) Increased Product Transparency and Trust, (2) Enhanced Customer Engagement, (3) Impact on Customer's Perception of Product Quality, and (4) sense of urgency and scarcity. Conclusions: All in all, the study's advice for firms in the food industry to improve their marketing efforts through live broadcasts have important practical ramifications. Promoting openness and trust in the production process and with the audience boosts a brand's reliability. Customers are more likely to participate and feel more connected to a brand.

• 한국정보시스템학회지:정보시스템연구
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• 제32권1호
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• pp.23-51
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• 2023

Purpose: Live commerce is a new type of electronic commerce in combination with live streaming services. It is expected to increase virtual presence in the context of online shopping by overcoming a lack of social interactions between sellers and buyers which have been raised as a limitation in electronic commerce. Drawing on the studies of communication media, this study examines how live commerce contributes to the increase of virtual presence which consists of telepresence and social presence. Telepresence refers to a buyer's perception that he or she is present at the physical shopping mall during live shopping streaming whereas social presence refers to a buyer's perception of social interaction with a seller which is human warm, social, sensitive, and personal. In this study, we verify key determinants of virtual presence and its consequences. More specifically, this study proposes virtual presence contributes to the increase of buyers' trust in products and further purchase intentions. Furthermore, we verify influential factors of virtual presence from the technical and influencer perspectives of live commerce. Design/methodology/approach: To test the proposed hypotheses, the partial least squares (PLS) analysis is conducted with a total of 250 data collected on users with experience in the TaoBao live streaming shopping platform. Findings: The results show that first, telepresence and social presence are increased by visibility, media richness and attractiveness in the context of live shopping streaming. Second, buyers' trust in product trust and purchase intentions are positively influenced by telepresence and social presence. Finally, buyers' trust in product has a direct, positve effect on their purchase intentions. Overall, the findings offer new insights into the studies of electronic commerce by introducting the concepts of virtual presence and media richness from the literature of communication media in the field of live commerce.