인공지능(AI)기술을 기반한 라이브커머스 진행자 속성이사회적실재감및구매의도에미치는영향 = Effects of Live Commerce Host Attributes Based on Artificial Intelligence(AI) Technology on Social Reality and Purchase Intention

다국어 초록 (Multilingual Abstract)

The purpose of this study is to investigate the effect of live-commerce host attributes based on arti ficial intelligence (AI) technology on social reality and purchase intention. As a result of the analysis, among the attributes of AI live-commerce hosts, the sense of social reality was in the order of reli ability, professionalism, and attractiveness, and only attractiveness was found to have an effect on pur chase intention. And it was found that social reality had a positive effect on purchase intention.
Through the results of this study, a broad understanding of live commerce based on artificial in telligence AI will be possible, and it is expected to be helpful in suggesting solutions for digital market ing solutions, which are essential factors that drive online sales growth of small business owners.