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중국 라이브 커머스 인플루언서와 플랫폼이 소비자의 구매의도에 미치는 영향 요인에 관한 연구: 틱톡 플랫폼을 중심으로
장염군,강윤희 부산대학교 중국연구소 2022 Journal of China Studies Vol.25 No.4
As COVID-19 spreads, live streaming commerce is progressively evolving into a new business model. Parallel to this, the live broadcast commerce has entered a period of explosive growth and rising interest. The social atmosphere is shifting swiftly towards the age of Untact economy, marked by characteristics like social distancing, which have hardened in the aftermath of the pandemic, and live streaming commerce, a kind of e-commerce centered on real-time interaction. China's streaming economy is growing at a staggering rate. In this study, the factors affecting the purchase intention of live commerce are distinguished into the characteristic dimensions of influencers (Trustworthiness, Attractiveness, and Professionality) and the selection attributes centered on TikTok platform (Informality, Interactivity), and the influence of each component and the moderating effect of gender are investigated. Although 273 questionnaires were completed, only 219 valid responses were selected for analysis. Prior to conducting the primary statistical analysis, a confirmatory factor analysis was undertaken to assess the scale's reliability and validity. Afterwards, a multiple regression analysis was performed to verify the hypothesis. The control regression analysis and straightforward slope verification of the control effect were performed in order to confirm the control effect of gender. The results are as detailed below. The influencer's credibility (Trustworthiness, Attractiveness, and Professionality) was found to have a favorable impact on purchase intention, and the choice attribute of the platform (Informality, Interactivity) was also found to have a substantial impact on purchase intention. As a consequence of gender input, it was confirmed that the influence of influencers on purchase intentions varied by gender. Increases in the influencer's attractiveness are associated with increased spending by women but a decrease in spending by men. It was proposed that, in the future, gender-specific content strategies can be required, particularly for men. In light of the results of this study's research, expanding live streaming commerce can be a worthwhile consideration, and e-commerce marketing strategies will serve as a useful foundation upon which information can be utilised to assure desired outcomes. In addition, it forecasts that the results will have practical ramifications for TikTok operators domestically and internationally. It has important implications for the gendered future of live-business production as a whole.
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중국 라이브 커머스 진행자 특성이 구매의도에 미치는 영향: 시청몰입을 통한 실용적, 쾌락적 소비가치의 조절된 매개효과를 중심으로
장염군,김도근 한국인터넷전자상거래학회 2023 인터넷전자상거래연구 Vol.23 No.6
With the spread of COVID-19, live commerce is rapidly growing into a new business model. Live commerce is a type of e-commerce based on real-time interaction, and the social atmosphere is also strengthening non-face-to-face in the fantastic era and rapidly changing into the untact economic era such as social distancing. Based on the information source confidence model, this study aims to verify whether the host's characteristics affect live commerce consumers' viewing commitment and purchase intention, and to analyze how consumers' perceived consumption value controls between viewing commitment and purchase intention. A total of 547 questionnaires were collected, and 498 data excluding insincere responses were used for the final analysis, and reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation model were conducted to analyze the collected data in earnest. The results of the study are as follows. Among the hosts' public confidence (reliability, attractiveness, and expertise), only reliability was found to have a positive (+) effect on purchase intention, and reliability and expertise were found to have a positive (+) effect on viewing commitment. It was confirmed that viewing immersion had a significant effect on purchase intention. As a result of introducing viewing immersion as a parameter, it was verified that viewing immersion has a mediating effect in the effect of the host's characteristics, reliability and expertise, on purchase intention. In addition, as a result of inputting practical consumption value and hedonic consumption value as regulatory variables, it was found that practical value and hedonic value had a moderating effect in the effect of viewing immersion on purchase intention. Based on these findings, this study presented some implications to consider when conducting live commerce broadcasting and expects to provide and utilize basic information useful for expanding live commerce and establishing e-commerce marketing strategies. In addition, the results of this study predict that it will be able to provide practical implications for domestic and foreign live commerce operators.
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