라이브 커머스의 특성이 소비자의 애착 형성과 행동 의도에 미치는 영향 - 사회 -기술 시스템론적 관점을 중심으로 -
The Effects of Characteristics of Live Commerce on Consumer Attachment Formation and Behavior Intention - A Socio-technical Systems Perspective -
0
조회
0
다운로드
4
인용
0
참고문헌
키워드
초록
This study examined the impact of the social features (identification, interaction, information value) and tech- nical features (visibility affordance, metavoicing affordance, social connecting affordance) in live commerce on consumers’ attachment, which in turn affects consumers’ continued intent to watch live commerce and intent to purchase from the platform. Consumers’ attachment was represented by emotional attachment to the live shopping streamer and functional dependence on live commerce. Furthermore, this study investigated the effect of attachment on continuous watching intention and purchase intention. Using a web-based survey and consumers in their 20s and 30s (average age: 30.32) as a sample, this study collected 274 usable responses. The results showed that among the live commerce social system con- structs, identification and interaction positively affected emotional attachment to the live commerce streamer. Among the live commerce technical system constructs, visibility affordance and social connecting affordance positively influenced functional dependence on live commerce. Both emotional attachment to the live streamer and functional dependence on live commerce were positively related to a continued intent to watch, which influenced the intent to purchase. This study empirically investigated live commerce based on the socio-technical systems framework and confirmed that both social and technical factors have a significant effect on consumers. This study also identified the impact of live commerce on consumers’ attitudes through attachment theory. In addition, it has proved the antecedents and effect of continuous watch- ing of live commerce on purchase behavior by focusing on continuous watching intention where less attention was paid in live commerce research.
Abstract
This study examined the impact of the social features (identification, interaction, information value) and tech- nical features (visibility affordance, metavoicing affordance, social connecting affordance) in live commerce on consumers’ attachment, which in turn affects consumers’ continued intent to watch live commerce and intent to purchase from the platform. Consumers’ attachment was represented by emotional attachment to the live shopping streamer and functional dependence on live commerce. Furthermore, this study investigated the effect of attachment on continuous watching intention and purchase intention. Using a web-based survey and consumers in their 20s and 30s (average age: 30.32) as a sample, this study collected 274 usable responses. The results showed that among the live commerce social system con- structs, identification and interaction positively affected emotional attachment to the live commerce streamer. Among the live commerce technical system constructs, visibility affordance and social connecting affordance positively influenced functional dependence on live commerce. Both emotional attachment to the live streamer and functional dependence on live commerce were positively related to a continued intent to watch, which influenced the intent to purchase. This study empirically investigated live commerce based on the socio-technical systems framework and confirmed that both social and technical factors have a significant effect on consumers. This study also identified the impact of live commerce on consumers’ attitudes through attachment theory. In addition, it has proved the antecedents and effect of continuous watch- ing of live commerce on purchase behavior by focusing on continuous watching intention where less attention was paid in live commerce research.
참고문헌 (79)
- Icek Ajzen, "The theory of planned behavior", Organizational Behavior and Human Decision Processes, 50(2), pp.179~211 (1991), Elsevier BV[DOI]
- Arthur Aron, "Including others in the self", European Review of Social Psychology, 15(1), pp.101~132 (2004), Informa UK Limited[DOI]
- R. P. Bagozzi, "The Role of Emotions in Marketing", Journal of the Academy of Marketing Science, 27(2), pp.184~206 (1999), Springer Science and Business Media LLC[DOI]
- Russell W. Belk, "Possessions and the Extended Self", Journal of Consumer Research, 15(2), pp.139~ (1988), Oxford University Press (OUP)[DOI]
- Anol Bhattacherjee, "Understanding Information Systems Continuance: An Expectation-Confirmation Model", MIS Quarterly, 25(3), pp.351~370 (2001), JSTOR[DOI]
- Robert P. Bostrom, "MIS Problems and Failures: A Socio-Technical Perspective. Part I: The Causes", MIS Quarterly, 1(3), pp.17~28 (1977), JSTOR[DOI]
- T. J. Brown, "Spreading the Word: Investigating Antecedents of Consumers' Positive Word-of-Mouth Intentions and Behaviors in a Retailing Context", Journal of the Academy of Marketing Science, 33(2), pp.123~138 (2005), Springer Science and Business Media LLC[DOI]
- Ronald S. Burt, "Structural Holes and Good Ideas", American Journal of Sociology, 110(2), pp.349~399 (2004), University of Chicago Press[DOI]
- Cai, J., "Live streaming commerce : uses and gratifications approach to understanding consumers’ motivations", Proceedings of the 52nd Hawaii International Conference on System Sciences, pp.2548~2557 (2019)
- Cai, J., "Utilitarian and hedonic motivations for live streaming shopping", ACM Conference on Interactive Experiences for Television and Online Video, pp.81~88 (2018), Association for Computing Machinery
- Brad D. Carlson, "Social versus psychological brand community: The role of psychological sense of brand community", Journal of Business Research, 61(4), pp.284~291 (2008), Elsevier BV[DOI]
- Sangmi Chai, "A socio-technical approach to knowledge contribution behavior: An empirical investigation of social networking sites users", International Journal of Information Management, 32(2), pp.118~126 (2012), Elsevier BV[DOI]
- Aihui Chen, "Customers’ purchase decision-making process in social commerce: A social learning perspective", International Journal of Information Management, 37(6), pp.627~638 (2017), Elsevier BV[DOI]
- Xiayu Chen, "How do enterprise social media affordances affect social network ties and job performance?", Information Technology & People, 33(1), pp.361~388 (2019), Emerald[DOI]
- Chen, Z., "The influence of Ecommerce live streaming on lifestyle fit uncertainty and online purchase intention of experience products", Proceedings of the 52nd Hawaii International Conference on System Sciences, pp.5081~5090 (2019)
- Deci, E. L., "Intrinsic motivation and self"determination in human behavior" (1985), Plenum Press
- Xueyan Dong, "Social tie formation in Chinese online social commerce: The role of IT affordances", International Journal of Information Management, 42, pp.49~64 (2018), Elsevier BV[DOI]
- Dong, X., "IT affordances in online social commerce - Conceptualization validation and scale development", Proceedings of Twenty-Second Americas Conference on Information Systems, pp.1~10 (2016), AIS Electronic Library
- Mark Durkin, "A socio-technical perspective on social media adoption: a case from retail banking", International Journal of Bank Marketing, 33(7), pp.944~962 (2015), Emerald[DOI]
- A. Dwayne Ball, "The Role and Measurement of Attachment in Consumer Behavior", Journal of Consumer Psychology, 1(2), pp.155~172 (1992), Wiley[DOI]
- Nicole B. Ellison, "The Use of Enterprise Social Network Sites for Knowledge Sharing in Distributed Organizations", American Behavioral Scientist, 59(1), pp.103~123 (2014), SAGE Publications[DOI]
- Jiaming Fang, "Co-viewing Experience in Video Websites: The Effect of Social Presence on E-Loyalty", International Journal of Electronic Commerce, 22(3), pp.446~476 (2018), Informa UK Limited[DOI]
- A FEDORIKHIN, "Beyond fit and attitude: The effect of emotional attachment on consumer responses to brand extensions", Journal of Consumer Psychology, 18(4), pp.281~291 (2008), Wiley[DOI]
- Feeney, J. A., "Adult Attachment" (1996), Sage Publications
- Frans Folkvord, "Children’s bonding with popular YouTube vloggers and their attitudes toward brand and product endorsements in vlogs: an explorative study", Young Consumers, 20(2), pp.77~90 (2019), Emerald[DOI]
- "You’re not really friends with that internet celebrity" (2016)[URL]
- Hair, J. F., "Multivariate data analysis(7th ed)" (2010), Pearson Prentice Hall
- Hamilton, W. A., "Streaming on Twitch - Fost-ering participatory communities of play within live mixed media", Proceedings of the SIGCHI Conference on Human Factors in Computing Systems (2014), New York, United States: Association for Computing Machinery
- Hong Hong, "ASMR 방송의 시청동기가 시청만족도와 지속시청의도에 미치는 영향", 한국소통학보, 19(2), pp.97~127 (2020), 한국소통학회[DOI]
- Fangfang Hou, "Factors influencing people’s continuous watching intention and consumption intention in live streaming", Internet Research, 30(1), pp.141~163 (2019), Emerald[DOI]
- Hou, F, "Understanding purchase intention in E-commerce live streaming -Roles of relational benefits, technological features and fan identity salience", Pacific Asia Conference on Information Systems 2020 Proceedings, 46 (2020)
- Mu Hu, "Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification framework", Computers in Human Behavior, 75, pp.594~606 (2017), Elsevier BV[DOI]
- Arnold Japutra, "Exploring brand attachment, its determinants and outcomes", Journal of Strategic Marketing, 22(7), pp.616~630 (2014), Informa UK Limited[DOI]
- Glen R. Jarboe, "A profile of browsers in regional shopping malls", Journal of the Academy of Marketing Science, 15(1), pp.46~53 (1987), Springer Science and Business Media LLC[DOI]
- Jennifer Wiggins Johnson, "A more comprehensive understanding and measure of customer helping behavior", Journal of Business Research, 63(8), pp.787~792 (2010), Elsevier BV[DOI]
- Kelley, H. H., "Inter-personal relations-A theory of inter-dependence" (1978), Wiley
- 김경규, "스마트폰 서비스 사용에서 지속적 사용 의도에 미치는 애착의 영향에 대한 연구", Journal of Information Technology Applications & Management, 17(4), pp.83~105 (2010), 한국데이터전략학회
- Christine M. Kowalczyk, "Transforming celebrities through social media: the role of authenticity and emotional attachment", Journal of Product & Brand Management, 25(4), pp.345~356 (2016), Emerald[DOI]
- 권순재, "Continued Usage with Attachment on Mobile Devices Influencing Perceived Value and Perceived Enjoyment", 정보시스템연구, 24(1), pp.119~145 (2015), 한국정보시스템학회[DOI]
- Lee, H., "Structural equation modeling with AMOS 24" (2017), Jyphyuntae
- 이민상, "인터넷 경매에서 감정적 애착의 매개적 역할에 관한 연구", 상품학연구, 30(5), pp.171~184 (2012), 한국상품학회[DOI]
- "December 20). 라이브 비디오 커머스: 실시간 채팅 기반의 시청자 참여 유도와 수익화" (2017)[URL]
- Paul M. Leonardi, "Social Media, Knowledge Sharing, and Innovation: Toward a Theory of Communication Visibility", Information Systems Research, 25(4), pp.796~816 (2014), Institute for Operations Research and the Management Sciences (INFORMS)[DOI]
- Leonardi, P. M., "Ambient awareness and knowledge acquisition - Using social media to learn ‘who knows what’ and ‘who knows whom’", MIS Quarterly, 39(4), pp.747~762 (2015)
- Paul M. Leonardi, "Enterprise Social Media: Definition, History, and Prospects for the Study of Social Technologies in Organizations", Journal of Computer-Mediated Communication, 19(1), pp.1~19 (2013), Oxford University Press (OUP)[DOI]
- Chieh-Peng Lin, "To Share or Not to Share: Modeling Tacit Knowledge Sharing, Its Mediators and Antecedents", Journal of Business Ethics, 70(4), pp.411~428 (2006), Springer Science and Business Media LLC[DOI]
- Baozhou Lu, "Social presence, trust, and social commerce purchase intention: An empirical research", Computers in Human Behavior, 56, pp.225~237 (2016), Elsevier BV[DOI]
- Zhicong Lu, "You Watch, You Give, and You Engage", Proceedings of the 2018 CHI Conference on Human Factors in Computing Systems, pp.1~13 (2018), ACM[DOI]
- Ma, Y, "A study on the effect of characteristics of Korean drama on the intention of continuing watching in China-Focused on Beijing", master, pp.2015
- Matti Mäntymäki, "Teenagers in social virtual worlds: Continuous use and purchasing behavior in Habbo Hotel", Computers in Human Behavior, 27(6), pp.2088~2097 (2011), Elsevier BV[DOI]
- Hazel Markus, "Possible selves.", American Psychologist, 41(9), pp.954~969 (1986), American Psychological Association (APA)[DOI]
- Dan P. McAdams, "Intimacy Motivation and Subjective Mental Health in a Nationwide Sample", Journal of Personality, 55(3), pp.395~413 (1987), Wiley[DOI]
- James H Morris, "Structural influences on organizational commitment", Journal of Vocational Behavior, 17(1), pp.50~57 (1980), Elsevier BV[DOI]
- Ruth Mugge, "Product attachment and satisfaction: understanding consumers' post‐purchase behavior", Journal of Consumer Marketing, 27(3), pp.271~282 (2010), Emerald[DOI]
- Thomas W.H. Ng, "The incremental validity of organizational commitment, organizational trust, and organizational identification", Journal of Vocational Behavior, 88, pp.154~163 (2015), Elsevier BV[DOI]
- C. Whan Park, "Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers", Journal of Marketing, 74(6), pp.1~17 (2010), SAGE Publications[DOI]
- Hyun Jung Park, "The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement", Journal of Retailing and Consumer Services, 52, pp.101934~ (2020), Elsevier BV[DOI]
- Park, H. K., "라이브 커머스", 마케팅, 54(6), pp.43~54 (2020)
- 박영근, "IPTV특성이 소비자 시청만족도와 지속이용 의도에 미치는 영향에 관한 연구", 인터넷전자상거래연구, 10(2), pp.191~205 (2010), 한국인터넷전자상거래학회
- William Pasmore, "Sociotechnical Systems: A North American Reflection on Empirical Studies of the Seventies", Human Relations, 35(12), pp.1179~1204 (1982), SAGE Publications[DOI]
- Reis, H. T., "Attach-ment and intimacy -Component proce-sses", pp.523~563 (1996), Guilford Press
- Rosen, S., "Sticky website is key to success" (2001), Communication World
- Dong-Hee Shin, "Ecological views of big data: Perspectives and issues", Telematics and Informatics, 32(2), pp.311~320 (2015), Elsevier BV[DOI]
- Thomas Smith, "Live-streaming changes the (video) game", Proceedings of the 11th European Conference on Interactive TV and Video, pp.131~138 (2013), ACM[DOI]
- Yuan Sun, "How live streaming influences purchase intentions in social commerce: An IT affordance perspective", Electronic Commerce Research and Applications, 37, pp.100886~ (2019), Elsevier BV[DOI]
- Matthew Thomson, "Human Brands: Investigating Antecedents to Consumers’ Strong Attachments to Celebrities", Journal of Marketing, 70(3), pp.104~119 (2006), SAGE Publications[DOI]
- Jeffrey W. Treem, "Social Media Use in Organizations: Exploring the Affordances of Visibility, Editability, Persistence, and Association", Annals of the International Communication Association, 36(1), pp.143~189 (2013), Informa UK Limited[DOI]
- Urška Tuškej, "The role of consumer–brand identification in building brand relationships", Journal of Business Research, 66(1), pp.53~59 (2013), Elsevier BV[DOI]
- Viswanath Venkatesh, "Turning Visitors into Customers: A Usability-Centric Perspective on Purchase Behavior in Electronic Channels", Management Science, 52(3), pp.367~382 (2006), Institute for Operations Research and the Management Sciences (INFORMS)[DOI]
- Melanie Wallendorf, ""My Favorite Things": A Cross-Cultural Inquiry into Object Attachment, Possessiveness, and Social Linkage", Journal of Consumer Research, 14(4), pp.531~547 (1988), Oxford University Press (OUP)[DOI]
- Jinlin Wan, "How attachment influences users’ willingness to donate to content creators in social media: A socio-technical systems perspective", Information & Management, 54(7), pp.837~850 (2017), Elsevier BV[DOI]
- Wang, T., "Understanding user acceptance of micro-blog services in China using the extended motivational model", Pacific Asia Conference on Information Systems 2013Proceeding, pp.214~ (2013)
- Patti Warrington, "An empirical investigation of the relationship between product involvement and brand commitment", Psychology and Marketing, 17(9), pp.761~782 (2000), Wiley[DOI]
- Jehn-Yih Wong, "Celebrity Attachment and Behavioral Intentions: The Mediating Role of Place Attachment", International Journal of Tourism Research, 17(2), pp.161~170 (2013), Wiley[DOI]
- Apiradee Wongkitrungrueng, "The role of live streaming in building consumer trust and engagement with social commerce sellers", Journal of Business Research, 117, pp.543~556 (2020), Elsevier BV[DOI]
- Lynn Wu, "Social Network Effects on Productivity and Job Security: Evidence from the Adoption of a Social Networking Tool", Information Systems Research, 24(1), pp.30~51 (2013), Institute for Operations Research and the Management Sciences (INFORMS)[DOI]
- Atila Yuksel, "Destination attachment: Effects on customer satisfaction and cognitive, affective and conative loyalty", Tourism Management, 31(2), pp.274~284 (2010), Elsevier BV[DOI]
- Xuepan Zhong, "Empowering teams through social network ties", International Journal of Information Management, 32(3), pp.209~220 (2012), Elsevier BV[DOI]
- Liying Zhou, "Perceived information transparency in B2C e-commerce: An empirical investigation", Information & Management, 55(7), pp.912~927 (2018), Elsevier BV[DOI]
