타오바오 라이브방송 쇼핑플랫폼에서 국내기업 제품의 소비자신뢰 형성에 관한 연구

다국어 초록 (Multilingual Abstract)

This study focuses on live commerce based on the TaoBao live streaming shopping platform which is a fast-growing electronic(e-) commerce area, along with the spread of live streaming services. Live commerce refers to a new type of commerce which combines electronic commerce with live streaming. Drawing on the literature of consumer trust and trust transfer in e-commerce, this study examines how to increase global consumers’ purchase intentions of domestic products with a low level of brand awareness through live commerce. By considering platform trust, seller trust, and product trust as consumer trust, this study explores the effect of trust transfer among them. Moreover, this study investigates key determinants of consumer trust in live streaming shopping.
The partial least squares (PLS) analysis with a total of 200 data collected on buyers with experience in TaoBao live streaming shopping. The key findings are presented as follows. Firstly, purchase intentions of Korean regional products are determined by platform trust, seller trust, and product trust. Secondly, there is the effect of trust transfer among three types of consumer trust. That is, platform trust influences both seller trust and product trust and then seller trust influences product trust. Finally, institutional mechanism and familiarity are key determinants of platform trust and seller trust. The discussion and implications of the results are provided.

목차 (Table of Contents)

• Abstract
• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 연구모형 및 가설
• Ⅳ. 실증분석 및 결과
• Ⅴ. 결론 및 시사점
• 참고문헌

참고문헌 (Reference)

1 김동언, "한국농수산식품유통공사, 중국 티몰 한국식품관 라이브커머스 흥행" 프레시안

2 에스에프 인터내셔널, "타오바오 라이브 커머스 관련 보고서"

3 이석인, "중화권 옴니채널 구축을 통한 국내기업의 글로벌 셀링 지원 사례 연구" 연세대학교 백양누리 2091-2112, 2021

4 최수정, "중국의 온라인 쇼핑몰 타오바오에서 구매후기수용의 결정요인 : 구매후기 신뢰 대 도움성" 한국인터넷전자상거래학회 16 (16): 1-23, 2016

5 심재영, "중국, 라이브커머스 시장급성장 추세 - 2022년 거래액 2조8천억위안 전망…온라인쇼핑의 20% 차지" CMN 뉴스

6 여엽청, "중국 왕홍마케팅의 자극이 왕홍신뢰와 제품신뢰에 미치는 영향：왕홍 - 제품 적합성과 제품유형의 조절적 역할을 중심으로" 한국인터넷전자상거래학회 21 (21): 89-106, 2021

7 동흔, "중국 랴오닝성, 라이브커머스 육성 정책 발표" Kotra 해외시장뉴스

8 조광태, "전남도, ‘미국 아마존’에 전라남도 브랜드관 개설 ‘논길’" 일요서울

9 고일상, "인터넷쇼핑몰에서 신뢰와 친밀감이 고객충성도에 미치는 영향에 관한 연구" 한국경영정보학회 15 (15): 187-208, 2005

10 한국농수산식품유통공사, "슬기로운 한식생활 라이브방송 1억6천만 뷰 쾌거 – aT, 중국 왕홍 탄차오인과 함께 비대면 라이브쿠킹쇼 진행"

11 최수정, "소셜 네트워크에 내재된 사회자본의 활용: 소셜활동 플랫폼에서 소셜커머스 플랫폼으로" 한국인터넷전자상거래학회 19 (19): 23-42, 2019

12 김소담, "라이브 커머스 소비자의 시청의도 및 구매의도에 영향을 미치는 요인: 중국 타오바오 플랫폼을 중심으로" 한국인터넷전자상거래학회 21 (21): 53-78, 2021

13 이병로, "농식품업계에 부는 ‘미디어커머스’와 ‘라방’ 열풍 – 국내외 인플루언서와 함께하는 ‘라방’도 활발...현장 농님들과 협업 시스템 절실" 한국영농신문

14 정원식, "국내 V커머스 2.0 콘텐츠와 MCN 연계 전략" 한국디지털콘텐츠학회 18 (18): 599-606, 2017

15 문예성, "中광군제 대성황…알리바바 매출 84조원 기록" 뉴시스

16 Lu, Z., "You Watch, You Give, and You Engage:A Study of Live Streaming Practices in China (Chairs)" Association for Computing Machinery 466-, 2018

17 McKnight, D. H., "What Trust Mmeans in E-commerce Customer Relationships : An Interdisciplinary Conceptual Typology" 6 (6): 35-59, 2002

18 Chen, X., "What Drives Trust Transfer? The Moderating Roles of Seller-Specific and General Institutional Mechanisms" 20 (20): 261-289, 2016

19 Gong, X., "What Drives Trust Transfer from Web to Mobile Payment Services? The Dual Effects of Perceived Entitativity" 57 : 1-11, 2020

20 Pavlou, P. A., "Understanding and Mitigating Uncertainty in Online Exchange Relationships : A Principal-Agent Perspective" 31 (31): 105-136, 2007

21 Fang, Y., "Trust, Satisfaction, and Online Repurchase Intention : The Moderating Role of Perceived Effectiveness of E-commerce Institutional Mechanisms" 38 (38): 407-427, 2014

22 Stewart, K. J., "Trust transfer on the World Wide Web" 14 (14): 5-17, 2003

23 Gefen, D., "Trust and TAM in Online Shopping : An Integrated Model" 27 (27): 51-90, 2003

24 Wang, N., "Transition of Electronic Word-of Mouth Services from Web to Mobile Context : A Trust Transfer Perspective" 54 (54): 1394-1403, 2013

25 Wingreen, S. C., "Transfer of Electronic Commerce Trust between Physical and Virtual Environments : Experimental Effects of Structural Assurance and Situational Normality" 19 : 339-371, 2019

26 Wongkitrungrueng, A., "The Role of Live Streaming in Building Consumer Trust and Engagement with Social Commerce Sellers" 117 : 543-556, 2020

27 Kang, K., "The Dynamic Effect of Interactivity on Customer Engagement Behavior through Tie Strength : Evidence from Live Streaming Commerce Platforms" 56 : 1-16, 2021

28 Hajli, N., "Social Commerce Constructs and Consumer's Intention to Buy" 35 (35): 183-191, 2015

29 Ringle, C. M, "SmartPLS 2.0"

30 곡민, "SNS기반 소셜커머스 환경에서 구전정보의 이용동기와 상호작용성이 플랫폼신뢰와 구매의도에 미치는 영향 - 중국 WeChat을 중심으로" 한국인터넷전자상거래학회 17 (17): 37-67, 2017

31 Davis, F. D., "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology" 13 (13): 319-340, 1989

32 Tenenhaus, M., "PLS Path Modeling" 48 (48): 159-205, 2005

33 Lu, B., "Live Streaming Commerce and Consumers’ Purchase Intention : An Uncertainty Reduction Perspective" 58 : 1-15, 2021

34 Chin, W., "Issues and Opinion on Structural Equation Modeling" 22 (22): 7-16, 1998

35 Pavlou, P. A., "Institution-based Trust in Interorganizational Exchange : The Role of Online B2B Marketplaces on Trust Formation" 22 : 215-243, 2002

36 Stouthuysen, K., "Initial Trust and Intentions to Buy : The Effect of Vendor-specific Guarantees, Customer Reviews and the Role of Online Shopping Experience" 27 : 23-38, 2018

37 McKnight, D. H., "Initial Trust Formation in New Organizational Relationships" 23 (23): 473-490, 1998

38 Xiao, M., "Factors Affecting YouTube Influencer Marketing Credibility : A Heuristic-systematic Model" 15 (15): 188-213, 2018

39 Lee, K. C., "Exploring the Influence of Personal Schema on Trust Transfer and Switching Costs in Brick-and-Click Bookstores" 48 (48): 364-370, 2011

40 Blau, P., "Exchange and Power in Social Life" Wiley 1964

41 Fornell, C., "Evaluating Structural Equations with Unobservable Variables and Measurement Error" 18 (18): 39-50, 1981

42 Gefen, D., "E-commerce : The Role of Familiarity and Trust" 28 (28): 725-737, 2000

43 Reichheld, F. F., "E-Loyalty : Your secret Weapon on the Web" 78 (78): 105-113, 2000

44 McKnight, D. H., "Developing and Validating Trust Measures for e-Commerce : An Integrative Typology" 13 (13): 334-359, 2002

45 김경은, "C2C시장에서 SNS플랫폼 신뢰의 선행요인과 전이 - 위챗 쇼핑몰 사용자를 중심으로 -" 한국소비문화학회 22 (22): 181-201, 2019

46 Pavlou, P. A., "Building Effective Online Marketplaces with Institution-based Trust" 15 (15): 37-59, 2004