• Journal of Fashion Business
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• v.25 no.3
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• pp.90-107
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• 2021

This study concludes that communication based on interaction between broadcasting hosts and consumers is differently characterized by fashion live commerce types. Subcategories of the types of fashion live commerce were created and used in the analyses of domestic consumer awareness. Three subcategories were created: The department store type, Designer brand type, and Influencer host type. Comments representing consumers' awareness that appear immediately during real-time broadcasting were collected and used for the analyses. The frequency and TF-IDF-based top keywords were selected to analyze the semantic network and CONCOR, and the top keywords were analyzed by deriving the values of degree of centrality. The analysis identified that a group of product attributes and a group of live commerce offered value were common between the three types. As for the group characteristics classified by type, for the department store types, brand attributes, benefits, and values from pursuing the products were identified. For designer brand types, a group of viewers' responses and inquiries were identified. It is interpreted that the satisfaction value gained from hosts with product expertise has been clustered. Influencer host types have affirmed a group of external product values. A close relationship is formed and it is thought to have led a group of values to trust the external image of the product. This study carries significance in analyzing real-time comment data from consumers using fashion live commerce to empirically reveal the characteristics of each type.

• 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.

• The Journal of the Convergence on Culture Technology
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• v.8 no.6
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• pp.959-969
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• 2022

This study aims to explore the effect of quality factors and customer involvement on users' intention to purchase in the live-commerce context. For this purpose, statistical methods such as reliability test, factor analysis, ANOVA, regression analysis were carried out using the survey data from live-commerce users. The quality factors of live-commerce were classified into contents, system, service, and show host characteristics, and customer involvement was analyzed by dividing it into product involvement and service involvement. The results showed that each quality factor of live-commerce had a significant positive effect on the intention to purchase. On the other hand, customer product involvement had a significant moderating effect on content and system quality, service involvement had a significant moderating effect on service and show host characteristics. The degree of each quality factor on intention to purchase was higher as customer involvement was higher. Theoretical and practical implications were drawn from these findings.

• Journal of Korea Society of Industrial Information Systems
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• v.29 no.2
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• pp.81-99
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• 2024

Live commerce, a rapidly growing sector, facilitates real-time interaction between streamers and consumers about specific products. This business model aids rational purchasing decisions by offering visual demonstrations of product usage. This study aims to identify potential uncertainties faced by consumers in live commerce and propose strategies to mitigate these uncertainties for streamers and platforms. A research hypothesis was formulated based on prior studies and tested through surveys conducted on consumers aged 20 and above with live commerce experience. The study revealed that a streamer's credibility (trustworthiness, expertness, and reputation) significantly impacts purchase intention by mitigating uncertainty. The platform's return policy also interacted with product uncertainty, influencing consumer purchase intention. These findings provide a roadmap for creating a tailored service strategy for live commerce platforms, focusing on reducing uncertainty in the product purchase process.

• Proceedings of the Korea Contents Association Conference
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• 2017.05a
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• pp.405-406
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• 2017

With the advance of ICT technology, E-Commerce is getting popular and used widely in daily life. Nowaday's commercial videos are also being used extensively to introduce commercial products to consumers. Most commercial companies are advertising their products on the internet with images and videos through online sharing sites. Putting pre-recorded videos online is easy, but it is difficult for sellers to interact with customers. Live Streaming is the transmission of digital content directly to the Internet in real time. Although there are many services available that provide live streaming on the internet, most are limited in the content they transmit. Building live streaming servers using open source projects will help users master the content which conveys to their customers. In this paper, we will consider implementation of Live Streaming Server for Video Commerce using Open Source.

• Journal of Venture Innovation
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• v.5 no.1
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• pp.59-73
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• 2022

Untact marketing is being activated due to COVID-19. As a result, live commerce, an untact seller, is also active in the e-commerce market. Therefore, in this study, we tried to find out what factors influence consumers when they purchase through live commerce. In particular, since consumers' trust and flow in live commerce platforms and products is important, their mediating effects were analyzed. The research model was established by deriving common variables among the characteristics of live commerce based on previous studies. An online survey was conducted for empirical analysis. 200 users who made at least one purchase in live commerce were analyzed. The study results are as follows. Among the characteristics of live commerce, entertainment, economics, professionality were found to have a positive (+) effect on purchase intention. On the other hand, ease of use did not significantly affect purchase intention. The influence was shown in the order of entertainment, professionality and economics. The mediating effect of trust was found to play a mediating role in that entertainment, economics, and professionality affect purchase intention. On the other hand, a significant mediating effect was not tested between ease of use and purchase intention. As for the mediating effect of flow, it was found that flow plays a mediating role in that entertainment and economics affect purchase intention. On the other hand, the mediating effect of flow in terms of ease of use and economics affecting purchase intention was not tested. As for the multiple mediating effect of flow and trust, the mediating effect of flow was stronger than the mediating effect of trust when entertainment had an effect on purchase intention. In terms of professionality affecting purchase intention, the mediating effect of flow was also stronger than the mediating effect of trust. On the other hand, it was analyzed that only trust had a mediating effect when economics had an effect on purchase intention. The results of this study empirically tested that entertainment, which is a fun and interesting factor of live commerce content, is the most important factor when consumers use live commerce. In addition, various results were derived, such as cases where trust and flow act as mediators at the same time or not at all. Practical implications can be found in that it provided a clue about what to prioritize in order to reach consumers for live commerce platform.

• Journal of Internet of Things and Convergence
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• v.10 no.1
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• pp.59-68
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• 2024

China's huge population and industrial diversification have driven increased demand for IoT, and in a social environment where IoT technology is changing all aspects of personal and family life, including smart shopping, this study was conducted in Changchun, China. The study aimed to find ways to meet the Fashion needs of female college students living in the country and promote the development of the fashion product industry by improving the service quality of Chinese fashion product live commerce. The analysis results are as follows. First, the service quality characteristics of Chinese fashion product live commerce had a positive effect on customer satisfaction. Second, the service quality characteristics of Chinese fashion product live commerce had a positive effect on reuse intention. Third, customer satisfaction had a positive effect on reuse intention. Based on these results, it can be concluded that improving the service quality of live commerce can directly promote product sales and create direct economic benefits. In addition, based on the results of the study, which show that the service quality of fashion product live commerce affects customer satisfaction and reuse intention, it is judged that it will provide useful information in establishing marketing strategies for live commerce platforms by region and target.

• Information Systems Review
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• v.25 no.1
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• pp.213-231
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• 2023

With the rapid development of live streaming commerce, online host as an information source plays a critical role in affecting live streaming performance. However, the impact of different product types on the relationship between online hosts and live streaming has been less studied. Based on the elaboration likelihood model (ELM) and information source theory, this study aims to empirically investigate what factors influence the sales of live streaming commerce and how product type moderates the relationship between them. The analysis of 11,422 live streaming commerce data collected for four months from October 10, 2021 to February 10, 2022 shows that, among the factors related to source credibility and attractiveness, multi-channel networks (MCN) and the number of followers positively affect the sales volume of live streaming commerce, whereas the reputation score harms the sales. Moreover, the moderating effect of the product type (i.e., ratio of involvement products) on the relationships is confirmed. The findings enrich the literature on live streaming commerce performance. The limitations and future research directions are also discussed.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.4
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• pp.583-599
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• 2022

This study aims to clarify the implications of rapidly growing live commerce in China by examining the multifaceted aspects of social presence, in particular to help small commerce operators and platform companies. It examines the effect of cognitive and affective social presence on consumer engagement by evaluating consumption values and trust in streamers. In this survey study, the responses of 221 individuals residing in large cities of China were analyzed using structural equation modeling. The results showed that cognitive social presence had a positive effect on consumer engagement by mediating the utilitarian value and trust in streamers. Furthermore, affective social presence had a positive effect on consumer engagement through the hedonic value and trust in streamers. Thus, our research provides a new perspective to approaching a multidimensional social presence and understanding consumer behavior in live commerce. Moreover, it contributes to the application and expansion of social presence theory in this field.

• The Journal of the Korea Contents Association
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• v.22 no.2
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• pp.734-751
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• 2022

Live streaming is becoming increasingly popular as it is distributed through various platforms around the world. In particular, after the outbreak of the COVID-19, it has shown unprecedented growth in the domestic e-commerce sector. Building a theoretical model from the perspective of IT affordance, this study aims to examine how live streaming affordance influences users' purchase intentions through perceived interactivity and immersion. An online survey was conducted among South Koreans who had experience using live streaming commerce. Our results show that IT affordance, such as visibility, metavoicing, guidance shopping, had positive effects on purchase intentions through the serial mediation effects of perceived interactivity and immersion. Our study highlights the importance of understanding theoretical and practical implications of IT affordance for live streaming commerce.