라이브 커머스의 이용동기가 구매의도에 미치는 영향 : 신뢰와 사회적 존재감의 매개효과를 중심으로 = The Effect of Live Commerce Usage Motivation on Purchase Intention

국문 초록 (Abstract)

본 연구는 라이브 커머스 이용동기가 신뢰 및 사회적 존재감을 매개로 하여 구매의도에 미치는 영향을 실증적으로 규명하고자 하였다. 이를 위 하여 최근 6개월 이내 라이브 커머스 이용 경험이 있는 성인 응답자 408 명을 대상으로 온라인 설문조사를 실시하였다. 설문 문항은 인구통계학 적 요인을 제외한 모든 변인을 리커트 5점 척도로 측정하였다. 실증분석의 결과, 측정모형의 모든 변인들은 신뢰도와 타당도에서 임 계 기준을 충족하였으며, 구조모형의 설명력에서도 신뢰, 사회적 존재감, 구매의도의 결정계수가 사회과학적 연구모형의 임계치 기준을 상회하을 충분히 확보한 것으로 판단되었다. 가설검증의 결과, 오락성, 정보성, 경제성, 사회적 상호작용성 등 라이 브 커머스의 이용동기는 구매의도에 직접적으로 긍정적 영향을 미칠 뿐 만 아니라, 신뢰와 사회적 존재감을 매개로 한 간접효과 역시 유의하게 나타나서 부분 매개경로가 확인되었다. 다시 말해, 이용동기가 높으면 높 을수록 진행자와 플랫폼에 대한 신뢰 및 실시간 상호작용에서 느끼는 사 회적 존재감은 더욱 강화되고, 이를 통해 구매의도가 증가하는 심리적 메커니즘이 확인되었다. 연구결과를 종합하면, 본 연구는 라이브 커머스에서 소비자의 이용동기가 신뢰와 사회적 존재감이라는 병렬 매개변수를 경유하여 구매의도로 이어진다는 병렬 부분매개경로를 실증하였다는 데 연구의의가 있다. 실 무적 시사점으로는 정보성 강화를 통한 콘텐츠의 품질제고, 진행자의 응 답성과 공감적 소통을 중심으로 한 실시간 상호작용 플랫폼의 설계, 그 리고 거래 보증 및 신뢰 신호의 강화를 통해 라이브 커머스 환경에서 소 비자의 구매의도를 효과적으로 촉진할 수 있다는 사실을 확인하였다는 점이다. 연구의 한계점은 연구방법의 측면에서는 설문조사의 공통적인 문제점 으로 지적되는 동일방법편의를 들 수 있으며, 연구모형의 구성에 있어서 소비자 성향과 경험 등 다양한 조절요인에 대한 고려가 없었다는 점을 지적할 수 있다. 따라서 향후 연구에서는 소비자의 온라인 플랫폼에 대 한 부정적 경험과 태도 심리요인 등 다양한 조절변인 추가할 필요가 있 고, 연구방법론에서도 종단적 연구가 보다 내밀한 소비자 행동의 매카니 즘을 분석하는데 적절하다고 제안한다.

다국어 초록 (Multilingual Abstract)

This study aimed to empirically investigate the effect of live commerce usage motivation on purchase intention, mediated by trust and social presence. To this end, an online survey was conducted on 408 adult respondents who had e perience using live commerce within the last six months. All variables, e cluding demographic factors, were measured using a 5-point Likert scale. The results of the empirical analysis showed that all variables in the measurement model met the critical criteria for reliability and validity. Regarding the structural model, the coefficients of determination(R2) for trust, social presence, and purchase intention were 0.241, 0.196, and 0.343, respectively, indicating that the model secured sufficient e planatory power for social science research. Hypothesis testing revealed that usage motivations for live commerce—specifically entertainment, informativeness, economic efficiency, and social interaction—not only had a direct positive(+) effect on purchase intention but also showed significant indirect effects mediated by trust and social presence, confirming partial mediation paths. In other words, a psychological mechanism was identified where higher usage motivation reinforces trust in the host/platform and the social presence felt during real-time interaction, which in turn increases purchase intention. Synthesizing the results, this study is significant in empirically verifying a parallel partial mediation path wherein consumer usage motivation in live commerce leads to purchase intention via the parallel mediators of trust and social presence. Practical implications suggest that consumer purchase intention in the live commerce environment can be effectively promoted by enhancing content quality through informativeness, designing real-time interaction platforms focused on host responsiveness and empathetic communication, and strengthening transaction guarantees and trust signals. Limitations of this study include common method bias, a common issue in survey research, and the lack of consideration for various moderating factors, such as consumer disposition and e perience, in the research model. Therefore, future research suggests the need to include various moderating variables, such as negative e periences with online platforms and attitudinal psychological factors. Additionally, it is proposed that longitudinal studies would be more appropriate for analyzing the intricate mechanisms of consumer behavior in terms of methodology.

목차 (Table of Contents)

• 제1장 서론 ············································································································1
• 제1절 연구배경 ··································································································1
• 제2절 연구목적 ······························································································2
• 제3절 연구방법과 연구내용 ············································································4
• 제2장 이론적 배경 및 선행연구 ································································6
• 제1절 라이브 커머스 ························································································6
• 1. 라이브 커머스의 정의 및 특징 ·····························································6
• 2. 라이브 커머스의 유형 및 플랫폼 ·························································7
• 3. 라이브 커머스 이용동기 ·········································································8
• 제2절 소비행태 ··································································································9
• 1. 소비행태의 정의 및 유형 ·······································································9
• 2. 온라인 소비행태의 특징 ·······································································10
• 3. 라이브 커머스에서의 소비행태 ···························································11
• 제3절 신뢰와 사회적 존재감 ········································································12
• 1. 신뢰 ···········································································································12
• 2. 사회적 존재감 ·························································································13
• 제3장 연구방법 ·································································································15
• 제1절 연구모형 ································································································15
• 제2절 연구가설 ································································································16
• 제3절 변수의 조작적 정의 및 측정 ····························································17
• 1. 독립변수: 라이브 커머스 이용 동기 ·················································17
• 2. 매개변수: 신뢰와 사회적 존재감 ·······················································18
• 3. 종속변수: 소비행태 ···············································································18
• 제4절 자료수집 및 연구대상 ········································································19
• 제4장 실증분석 ·································································································21
• 제1절 표본의 인구통계학적 특성 ································································21
• 제2절 측정 변수의 신뢰도 및 타당도 분석 ··············································23
• 제3절 가설검증 ································································································27
• 제5장 결론 ··········································································································32
• 제1절 연구결과 ································································································32
• 제2절 연구한계와 과제 ··················································································34
• 참고문헌 ············································································································36
• 설문지(국문, 중문) ·························································································39
• Abstract ············································································································49