라이브 커머스의 플랫폼 특성이 소비자 만족 및 재구매 의도에 미치는 영향 = The Influence of Live Commerce Platform Features on Consumer Satisfaction and Repurchase Intention

국문 초록 (Abstract)

본 연구는 라이브 커머스 플랫폼의 특성이 소비자 만족을 매개로 재 구매 의도에 미치는 영향을 실증적으로 분석하는 것을 목적으로 한다. 특히, 본 연구는 중국 도시 MZ세대(1980∼2000년대 초반 출생의 디지 털 네이티브)를 중심으로, 라이브 커머스 이용 경험을 가진 소비자들 의 행동 특성을 규명하였다. 최근 모바일 인터넷, 5G 기술, 그리고 소셜 미디어의 급속한 발전은 소비 환경에 혁명적인 변화를 가져왔다. 그중 라이브 커머스는 실시간 상호작용성과 사회적 현장감, 오락성을 결합하여 새로운 형태의 온라 인 쇼핑 경험을 제공하며, 중국을 중심으로 폭발적인 성장을 이루고 있다. 그러나 급격한 성장 이면에는 허위·과장 광고, 품질 문제, 높은 반품률 등의 부작용도 존재하여, 소비자의 지속적 구매 행동을 유도하 기 위한 심층적 연구의 필요성이 제기되고 있다. 이에 본 연구는 플랫폼 특성(사용 용이성, 정보품질, 시스템 품질)을 독립변수로, 소비자 만족을 매개변수로, 재구매 의도를 종속변수로 설 정하여 구조방정식 모형을 구축하였다. 연구 자료는 중국 주요 1·2선 도시의 라이브 커머스 이용 경험이 있는 MZ세대 소비자를 대상으로 한 온라인 설문조사를 통해 수집되었으며, 총 353부의 유효표본이 분 석에 사용되었다. 실증분석 결과, 첫째, 플랫폼의 사용 용이성, 정보품질, 시스템 품질 은 모두 소비자 만족에 유의한 긍정적인 영향을 미치는 것으로 나타났 다. 둘째, 세 가지 플랫폼 특성은 재구매 의도에도 직접적으로 유의한 영향을 미쳤다. 셋째, 소비자 만족은 플랫폼 특성과 재구매 의도 간의 관계에서 부분 매개효과를 가지는 것으로 확인되었다. 또한 모든 측정 모형의 신뢰도와 타당도가 통계적으로 검증되어 연구모형의 적합성이 입증되었다. 이상의 결과는 라이브 커머스 플랫폼이 시스템의 안정성, 정보의 신 뢰성, 사용의 편리성을 강화할수록 소비자의 만족과 충성도가 함께 향 상된다는 것을 시사한다. 따라서 플랫폼 사업자는 단기적 판매 촉진을 넘어 장기적인 고객 유지 전략 수립을 위해 플랫폼 품질 개선에 지속 적으로 투자할 필요가 있다. 본 연구는 기술수용모델과 정보시스템 성공모델을 기반으로 라이브 커머스의 소비자 행동 구조를 실증적으로 검증함으로써 학문적·실무적 시사점을 제시하였다.

다국어 초록 (Multilingual Abstract)

This study focuses on analyzing how live commerce platform characteristics influence consumer satisfaction and subsequently affect repurchase intention, centering on the consumption behavior of China’s urban MZ generation (digital natives born between the 1980s and early 2000s) with experience in live commerce shopping. With the rapid advancement of mobile internet, 5G technology, and social media, the retail environment has undergone a revolutionary transformation. Among these developments, live commerce has emerged as a new online shopping format that combines real-time interactivity, social presence, and entertainment, achieving remarkable growth particularly in China. However, issues such as exaggerated advertising, product quality concerns, and high return rates have raised questions regarding the sustainable development of the industry. Therefore, this study emphasizes the need to explore factors that foster continuous purchasing behavior rather than one-time impulsive buying. To address this objective, the study adopts platform characteristics (ease of use, information quality, and system quality) as independent variables, consumer satisfaction as a mediating variable, and repurchase intention as a dependent variable, constructing a structural equation model (SEM). Data were collected through an online survey targeting MZ generation consumers in major first- and second-tier Chinese cities who have used live commerce platforms, yielding 353 valid responses for empirical analysis.

목차 (Table of Contents)

• 제1장 서론 ········································································································1
• 제1절 연구배경과 목적 ················································································1
• 제2절 연구조사와 분석방법 ········································································3
• 제2장 이론적 배경 ·························································································5
• 제1절 라이브 커머스의 개념과 동향 ························································5
• 1. 라이브 커머스의 정의 ·········································································5
• 2. 중국 라이브 커머스의 동향 ·······························································6
• 제2절 플랫폼 특성과 소비자 행동 ····························································8
• 1. 플랫폼 특성 ···························································································8
• 2. 소비자 만족 ···························································································8
• 3. 재구매 의도 ···························································································9
• 4. 플랫폼 특성과 소비자 만족 ·······························································9
• 5. 소비자 만족과 재구매 의도 ·····························································10
• 6. 플랫폼 특성과 소비자 만족 그리고 재구매 의도 ······················· 10
• 제3장 연구설계 ·····························································································12
• 제1절 연구모형과 가설 ··············································································12
• 1. 연구모형 ·······························································································12
• 2. 연구가설 ·······························································································13
• 제2절 변수의 조작적 정의 ········································································16
• 1. 독립변수:플랫폼 특성 ········································································16
• 2. 매개변수:소비자 만족 ········································································18
• 3. 종속변수:재구매 의도 ········································································18
• 4. 요약 ·······································································································19
• 제3절 연구대상과 자료수집 ······································································20
• 제4장 실증분석 ·····························································································21
• 제1절 표본의 특성 ······················································································21
• 1. 인구통계학적 분석 ·············································································21
• 2. 기술통계 분석 ·····················································································22
• 제2절 신뢰성과 타당성 검증 ····································································23
• 제3절 가설검정 ····························································································28
• 제5장 결론 ······································································································31
• 제1절 연구결과와 함의 ··············································································31
• 제2절 연구한계 ····························································································33
• 참고문헌 ········································································································35
• 설문지(국문, 중문) ······················································································38
• Abstract ········································································································46