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라이브 스트리밍 커머스에서 스트리밍 조회수와 판매 성과 간의 관계

The Relationship between Streaming Hits View and Sales Performance in Live Streaming Commerce

신재익|정종희
한국컴퓨터정보학회 (The Korean Society Of Computer And Information)|2024.10|한국컴퓨터정보학회논문지 (Journal of The Korea Society of Computer and Information)|제29권 제10호|pp. 265-274|DOI https://doi.org/10.9708/jksci.2024.29.10.265

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참고문헌

키워드

Sales performance라이브 스트리밍 커머스판매 성과제품구색스트리밍 편성시간스트리밍 조회수Live streaming commerceProduct assortmentStreaming airtimeStreaming hits view
주제분류컴퓨터학

초록

이 연구는 제품 구성, 스트리밍 airtime, 스트리밍 조회수, 판매 성과 간의 관계를 탐구하고, 주말과 평일이 가지는 조절 효과를 분석하는 것을 목적으로 한다. 분석에 사용된 데이터는 Labangba Data Lab에서 제공한 2023년 라이브 커머스 스트리밍 데이터를 기반으로 한다. 모든 변수가 형성지표로 측정되었기 때문에 PLS(부분 최소 제곱) 모형을 사용했다. 분석 결과는 다음과 같다. 첫째, 제품 구성은 스트리밍 조회수에 긍정적인 영향을 미친다. 둘째, 스트리밍 airtime은 스트리밍 조회수에 부정적인 영향을 미친다. 셋째, 스트리밍 조회수는 판매 성과에 긍정적인 영향을 미친다. 마지막으로, 스트리밍 조회수와 판매 성과 간의 관계에서 주말과 평일의 조절 효과가 긍정적으로확인되었다. 연구는 이론적 및 실무적 시사점을 함께 제시하고 있다.

Abstract

This study aims to explore the relationship between product assortment, streaming airtime, streaming hits views, and sales performance, while examining the moderating effects of weekends versus weekdays. The data used for the analysis consists of 2023 live commerce streaming information provided by Labangba Data Lab. A PLS(Partial Least Squares) model was employed because all variables were measured using formative indicators. The key findings are as follows: First, product assortment positively influences streaming hits views. Second, streaming airtime has a negative impact on streaming hits views. Third, streaming hits views positively affect sales performance. Finally, a positive moderating effect of weekends and weekdays on the relationship between streaming hits views and sales performance was identified. The study concludes with a discussion of theoretical and practical implications.

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