비대면 소비문화 변화에 따른 라이브 커머스 이용 동기에 대한 척도 개발 연구 = A Study on the Development of a Scale for the Motivation of Using Live Commerce according to the Change of Non-Face-to-Face Consumption Culture

다국어 초록 (Multilingual Abstract)

As the Non-Face-to-Face environment caused by COVID 19 became commonplace, it caused considerable changes in the consumption culture. In particular, a new type of Non-Face-to-Face consumption method that combines a platform called Live Streaming and E-commerce is rapidly developing and spreading. Therefore, the purpose of this study is to develop a measure of the motivational factors for consumer use of Live Commerce, which has recently been in the spotlight. For detailed study design, literature study, preliminary study, and main study were conducted. Then, by analyzing the collected data, we extracted the factors of motivation for using live commerce, and finally we developed a scale. As a result of the analysis, it was confirmed that the motives for using live commerce consisted of 7 scales (motive of information acquisition, motive of convenient, motive of pleasure, motive of economic, motive of social, motive of using participation·communication, motive of using free time) and a total of 29 questions. Particularly, the motivation for participation·communication is believed to be the result of showing the characteristic of interaction, as consumers' opinions in addition to the real-time seller's product descriptions can also be viewed. In other words, it explains the behavior of users who are increasingly using live commerce platforms. The measure of motivation for using live commerce developed in this study is expected to be highly likely to be used as an essential key factor in marketing means for establishing efficient business strategies related to live commerce. In addition, it can be said that this study is of great significance that it can contribute to active research on live commerce such as verifying influence through empirical research.