여행상품 라이브커머스 특성이 지각된 가치와 구매의도에 미치는 영향: 가격민감도의 조절효과
The Impact of Travel Product Live Commerce Attributes on Perceived Value and Purchase Intention: The Moderating Role of Price Sensitivity
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Abstract
This study examines the effects of live commerce attributes on perceived value and purchase intention in travel products, and tests the moderating role of price sensitivity. A survey was conducted with 266 consumers who had experience with travel live commerce. Results show that interactivity, economic value, convenience, entertainment, and informativeness all positively influenced perceived value, which in turn significantly affected purchase intention. Price sensitivity partially moderated the relationships, strengthening the effects of economic value and convenience. This suggests that price-sensitive consumers perceive greater value in price benefits and procedural simplicity. Managerially, strategies such as enhancing interaction, clarifying economic benefits, simplifying booking/payment, and tailoring offers by price sensitivity are recommended.