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라이브 커머스의 특성이 브랜드 이미지, 신뢰 및 재구매의도에 미치는 영향

The effects of Live Commerce Characteristic on Brand image, Trust and Repurchase Intention

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참고문헌

키워드

주제분류학제간연구

초록

연구는 라이브 커머스 4가지 특성이 브랜드 이미지와 신뢰를 매개로 재구매의도에 미치는 영향에 대한 연구를 진행하였다. 본 연구는 라이브 커머스 사용경험이 있는 215명을 대상으로 경로분석을 실시하였다. 그 결과, 첫째, 라이브 커머스의 오락성과 상호작용성이 브랜드 이미지에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 경제성과 오락성, 브랜드 이미지가 신뢰에 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 두 매개변수 중에서 신뢰만이 재구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 오락성, 상호작용성과 재구매의도의 관계를 브랜드와 신뢰가 순차적으로 매개하는 것으로 나타났다. 본 연구는 라이브 커머스 서비스를 제공하는 기업 및 지자체가 어느 라이브 커머스 특성을 상승시킬 수 있는 전략 도입 및 서비스 제공에 더욱더 힘써야 하는지, 어떻게 브랜드 이미지와 신뢰를 상승시켜 소비자의 재구매의도를 이끌어내야 하는지를 설명하였다. 또한, 향후 연구의 이론적 토대를 제공하였다는 점에서 그 의의를 갖는다.

Abstract

We examine the studies on the effect of four live commerce characteristics on repurchase intention through brand image and trust. We conducted a path analysis of 215 people who have used live commerce. As the results, first, live commerce’s entertainment and interactivity had a positive effect on the brand image. Second, economics and entertainment, brand image had a positive effect on trust. Third, trust had a positive effect on repurchase intention. Fourth, trust and brand image mediate the relationship between entertainment, functionality and repurchase. We explains which live commerce characteristics that companies and local governments that provide live commerce services should strive to enhance in their strategies and service offerings, and how they should enhance their brand image and trust to elicit consumers' repurchase intentions. Also, this study is significant in that it provides a theoretical foundation for future research.

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