라이브커머스에서의 충동구매의 영향 요인에 대한 연구: 심리적 소유감의 매개효과를 중심으로
A Study on the Influencing Factors of Impulsive Buying in Live Commerce : Focusing on the Mediating Effect of Psychological Ownership
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초록
최근 중국 시장에서는 새로운 온라인 쇼핑 환경의 하나로 라이브커머스가 급속하게 성장하고 있다. 이에 따라 기업들은 라이브커머스를 활용하여 고객과 더 긴밀한 관계를 형성/개선할 수 있는 효과적인 라이브커머스 전략을 수립하려는 시도가 증가하고 있다. 본 연구는 라이브커머스의 효과적인 전략을 수립하기 위하여 소비자의 충동구매를 자극할수 있는 중요한 수단적 개념을 제시하고자 한다. 제한된 시간 동안 실시간 방송되는 라이브커머스 상황에서 소비자의 구매 욕구를 자극하는 중요한 영향 요인으로 심리적 소유감을 제시하고 심리적 소유감을 유발 할 수 있는 선행변인을 찾는 것이 본 연구의 주요 목적이다. 심리적 소유감과 소비자의 충동 구매와의 인과적 관계를 실증적으로 분석하고 라이브커머스의핵심 요인들이 소비자의 심리적 소유감의 안식에 어떤 영향을 미치는지 알아보고자 하였다. 라이브커머스를 이용한 경험이 있는 중국 소비자 295명을 대상으로 실증 분석을 수행한주요 결과는 다음과 같다. 첫째, 라이브커머스 환경에서 높은 심리적 소유감이 인식될수록해당 제품을 구매하려는 충동이 강해진다. 둘째, 라이브커머스 상황에서 소비자가 자신을 둘러싼 라이브커머스의 환경에 대한 지각된 통제력, 고객 참여, 소속감, 그리고 인지된 진단성이 높을수록 심리적 소유감이 높게 인식된다. 결과적으로 본 연구는 통제력과 참여도, 소속감 그리고 인지된 진단성을 높게 인식할 수 있는 라이브커머스의 환경을 구축함으로써 플랫폼에 대한 심리적 소유감을 높이는 것이 중요하다는 전략적 시사점을 제공한다.
Abstract
Where live commerce is growing rapidly in China, companies are increasingly trying to establish effective live commerce strategies improving the relationships with customers by live commerce. This study aims to present an important concept that can stimulate impulsive buying under live commerce. The main purpose of this study is to present a psychological ownership as an important influencing factor stimulates purchase desire in a live commerce, broadcasting for a time limit and also to find antecedents of psychological ownership. This study was to empirically analyze the causal relationship between psychological ownership and impulsive buying and the antecedents of psychological ownership. The main results of the empirical analysis on 295 Chinese who have experienced the live commerce are as follows. First, the higher the psychological ownership is recognized in the live commerce, the stronger the impulsive buying. Second, the higher the consumer's perceived control, customer engagement, belong-ness, and perceived diagnosticity, the higher the perceived psychological ownership. As a result, this study provides strategic implications that it is important to increase psychological ownership of the live commerce platform in which perceived control, customer engagement, belong-ness, and perceived diagnosticity can be highly and easily recognized.
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