라이브 커머스의 분위기가 소비자의 충동구매의도에 미치는 영향 - 중국의 소비자를 중심으로 = The Impact of Live Commerce Atmosphere on Consumer Impulse Buying Intention - Focused on Chinese Consumers

다국어 초록 (Multilingual Abstract)

The concept of atmosphere plays a crucial role in the fields of marketing and consumer behavior, exerting influence on consumers' purchasing decisions and behaviors based on the physical and sensory characteristics of stores or environments. However, when it comes to online shopping, consumers miss out on the sensory elements such as smell, temperature, and interior style that are present in offline stores due to the use of mechanical screens. Therefore, this study aims to investigate how live commerce atmosphere in the live shopping environment impacts consumer perception and impulsive buying intentions using the S-O-R(Stimulus-Organism-Response) model. The atmosphere is categorized into interactive atmosphere, economic atmosphere, entertainment atmosphere, and interface design. Empirical analysis results indicate that all hypotheses except for those related to the impact of entertainment atmosphere on flow were supported. To ensure consumer satisfaction and foster long-term relationships with customers, live commerce platforms should encourage more careful and rational purchases from consumers. In an online shopping context where traditional offline store's physical and sensory elements are absent, understanding the influence of live atmosphere becomes crucially important. This study emphasizes creating an engaging and user-friendly live commerce atmosphere to enhance user experience while positively impacting consumer behaviors.