소비자 참여 수준에 따른 라이브 커머스 성과
Live commerce performance based on consumer engagement levels
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초록
라이브 커머스는 판매자와 소비자 간의 실시간 상호작용을 통해 소비자 참여를 증대시킴으로써 판매자의 비즈니스 성과에 긍정적 영향을 미치고 있다. 소비자 참여를 향상시키기 위해 소비자 참여를 세부적으로 고려할 필요가 있지만, 기존의 라이브 커머스 연구 맥락에서의 소비자 참여는 전체 참여 수준에 한정되어 연구되어 왔다. 따라서 본 연구에서는 소비자 참여 수준을 전체 수준과 개인 수준의 소비자 참여로 세분화하여 각기 다른 라이브 커머스 성과에 미치는 영향을 실증 분석하고 소비자 참여의 가치를 강조하고자 한다. 또한, 이러한 영향이 제품 유형에 따라 차이가 있는지 살펴보고, 상호작용 효과를 분석하고자 한다. 이를 위해, 국내 라이브 커머스 데이터를 바탕으로 한 본 연구의 분석 결과는 다음과 같다. 먼저, 소비자 참여는 라이브 커머스 성과에 긍정적인 영향을 미치지만, 너무 높은 개인 수준의 소비자 참여는 다른 소비자들의 쇼핑에 부정적인 경험으로 이어져 부정적 영향을 미치는 것으로 나타났다. 또한, 경험재는 라이브 커머스 성과에 긍정적인 영향을 미쳤고, 개인 수준의 소비자 참여가 높은 경우 탐색재 판매가 라이브 커머스에 긍정적인 영향을 미쳤다. 따라서, 본 연구는 첫째, 소비자 참여와 제품 유형 간 상호작용 효과를 통해 이론적 시사점을 제시하고, 둘째, 소비자 참여를 통한 라이브 커머스 운영 제안에 대한 실무적 시사점을 제시한다.
Abstract
Live commerce, which enhances consumer engagement through real-time interaction between sellers and consumers, positively impacts business performance. While improving consumer engagement requires detailed consideration, existing research on live commerce has focused only on overall engagement levels. Therefore, this research aims to segment consumer engagement into overall and individual levels, empirically analyze their different impacts on live commerce performance, and emphasize the value of consumer engagement. Additionally, we investigate whether these effects differ based on product type (search and experience goods) and analyze interaction effects. Based on domestic live commerce data, the results of this research are as follows: First, consumer engagement positively influences live commerce performance, but excessively high individual consumer engagement can lead to negative experiences for other consumers, resulting in adverse effects. Furthermore, experience goods positively impacted live commerce performance, and high individual consumer engagement positively affected the sales of search goods in live commerce. Therefore, this research presents theoretical implications through the interaction effects between consumer engagement and product type and offers managerial implications for operating live commerce through consumer engagement.
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