The Impact of Live-streaming Marketing Strategies on Sports Brand Purchase Intentions:Mediating Roles of Brand Trust and Perceived Value, and Moderating Effects of Perceived Risk and Social Influence = 라이브 스트리밍 마케팅 전략이 스포츠 브랜드 구매의도에 미치는 영향: 브랜드 신뢰와 지각된 가치의 매개역할 및 지각된 위험과 사회적 영향의 조절효과

다국어 초록 (Multilingual Abstract)

With the rapid development of live-streaming e-commerce and the continuous integration of the sports industry with digital technology, sports brands are actively utilizing live-streaming marketing strategies to attract consumers. However, the underlying mechanisms through which live-streaming marketing influences consumers’ purchase intentions have not yet been sufficiently explored. This study collected data through a questionnaire survey and analyzed responses from 354 consumers of sports brands in Korea. This study, set in the context of sports brands, examined the influence of live-streaming marketing strategies on consumers’ purchase intentions. The model incorporated brand trust and perceived value as mediating variables, and perceived risk and social influence as moderating variables. Structural equation modeling （SEM） was employed to test the direct and indirect effects, while PROCESS macro analysis was conducted to verify the moderating effects. The results indicate that: first, live-streaming marketing strategies, brand trust, and perceived value have significant positive effects on consumers’ purchase intentions; second, brand trust and perceived value play significant mediating roles in the relationship between live-streaming marketing strategies and purchase intention; third, perceived risk does not significantly moderate the relationship between live-streaming marketing strategies and brand trust, whereas social influence significantly and positively moderates the relationship between brand trust and purchase intention. This study enriches research on consumer decision-making and offers theoretical insights and practical implications for digital sports marketing.

목차 (Table of Contents)

• I. INTRODUCTION 1
• 1. The necessity of the study 1
• 2. The importance of the study 3
• 3. The purpose of the study 5
• 4. Research hypotheses 5
• 4.1 Direct effects of live-streaming marketing strategies on brand trust, perceived value, and purchase intention, and the effects of brand trust and perceived value on purchase intention 5
• 4.2 Mediating roles of brand trust and perceived value in the relationship between live-streaming marketing strategies and purchase intention 6
• 4.3 Moderating roles of perceived risk and social influence 6
• 5. Research design 7
• 6. Operational definitions 8
• 6.1 Live-streaming marketing strategies 8
• 6.2 Purchase intention 9
• 6.3 Brand trust 9
• 6.4 Perceived value 10
• 6.5 Perceived risk 10
• 6.6 Social influence 10
• II. THEORETICAL BACKGROUND 12
• 1. Live-streaming marketing strategies 12
• 1.1 Definition of live-streaming marketing strategies 12
• 1.2 Dimension of live-streaming marketing strategies 13
• 1.3 Previous studies of live-streaming marketing strategies 16
• 2. Purchase intention 20
• 2.1 Definition of purchase intention 20
• 2.2 Dimension of purchase intention 21
• 2.3 Previous studies of purchase intention 24
• 3. Brand Trust 24
• 3.1 Definition of brand trust 24
• 3.2 Dimension of brand trust 26
• 3.3 Previous studies of brand trust 28
• 4. Perceived value 30
• 4.1 Definition of perceived value 30
• 4.2 Dimension of perceived value 31
• 4.3 Previous Studies of perceived value 33
• 5. Perceived risk 35
• 5.1 Definition of perceived risk 35
• 5.2 Dimension of perceived risk 36
• 5.3 Previous research on perceived risk 38
• 6. Social influence 40
• 6.1 Definition of social influence 40
• 6.2 Dimension of social influence 42
• 6.3 Previous research on social influence 44
• 7. Theoretical framework 45
• 7.1 Technology acceptance model 45
• 7.2 Theory of planned behavior 48
• 7.3 Integration of the technology acceptance model and theory of planned behavior models 52
• III. METHODOLOGY 57
• 1. Research model 57
• 2. Research subjects 58
• 3. Survey instrument 62
• 3.1 Questionnaire design 62
• 3.2 Variable measurement 64
• 4. Data collection procedure 68
• 4.1 Method of survey distribution and collection 68
• 4.2 Timeframe for data collection 68
• 4.3 Handling of response rates and missing data 68
• 5. Data analysis 69
• 5.1 Descriptive statistical analysis of the sample 69
• 5.2 Results of reliability and validity testing of the pretest questionnaire 72
• 5.3 Results of reliability and validity testing of the formal survey questionnaire 76
• Ⅳ. RESULTS 81
• 1. Correlation results 81
• 2. Hypothesis testing of direct effects 82
• 3. Mediation hypothesis testing 83
• 4. Moderation hypothesis testing 84
• Ⅴ. DISCUSSION 88
• 1. Direct effects of live-streaming marketing strategies on brand trust, perceived value, and purchase intention, and the effects of brand trust and perceived value on purchase intention 88
• 2. Mediating roles of brand trust and perceived value in the relationship between live-streaming marketing strategies and purchase intention 92
• 3. Moderating roles of perceived risk and social influence 95
• 4. Theoretical significance 98
• 5. Practical significance 100
• VI. CONCLUSION ＆ SUGGESTION 101
• 1. Conclusion 101
• 2. Suggestion 103
• REFERENCES 104
• Appendix Ⅰ 125
• Appendix Ⅱ 126
• Appendix Ⅲ 130
• 국문초록 131