라이브 커머스의 경험경제적 요인이 소비자들의 몰입, 태도, 구매의도에 미치는 영향
The Effects of Live Commerce's Experience Economy Factors on Consumer's Flow, Attitude, and Purchase Intention
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
본 연구는 Pine & Gilmore의 체험경제이론을 바탕으로 선행연구에 근거하여 소비자에게 차별화된가치를 제공하는 라이브 커머스의 체험요소(4Es)를 선정하고 체험요소, 몰입, 태도, 구매의도 간의 관계를 분석하였다. 라이브 커머스 이용자를 대상으로 온라인 설문조사를 진행하여 수집된 데이터를 바탕으로 연구모형의 가설을 검증하기 위해 Smart PLS 4.0을 활용한 경로분석을 실시하였다. 연구결과로는첫째, 체험요소에 해당하는 오락적 체험, 심미적 체험, 교육적 체험, 현실도피적 체험은 몰입에 모두유의한 영향을 미치는 것으로 나타났다. 둘째, 오락적 체험, 교육적 체험은 태도에 유의한 영향을 미치는 것으로 나타났으나, 심미적 체험과 현실도피적 체험은 태도에 유의한 영향을 미치지 못하는 것으로나타났다. 셋째, 몰입은 태도와 구매의도에 유의한 영향을 미치는 것으로 나타났다. 넷째, 태도는 구매의도에 유의한 영향을 미치는 것으로 나타났다. 본 연구의 결과는 라이브 커머스의 체험요소에 대한이해를 바탕으로 후속 연구 및 마케팅 전략을 위한 시사점을 제공할 것으로 기대된다.
Abstract
The purpose of this study was to identify the experience factors (4Es) of live commerce that provide differentiated value for consumers based on Pine & Gilmore's experience economy and analyze the relationships between experience factors, flow, attitude, and purchase intention. This study conducted an online survey to collect live commerce user responses and employed a path analysis to test the research hypotheses, using Smart PLS 4.0. The results of the study were as follows: 1) all experience factors had significant effects on flow, 2) both entertainment experience and educational experience had significant effects on attitude, while esthetic experience and escapist experience did not have significant effects on attitude, 3) flow had a significant effect on attitude and purchase intention respectively, and 4) attitude had a significant effect on purchase intention. The findings of the study are expected to provide the implications for further research and marketing strategies grounded on the understanding of the experience factors in live commerce.
참고문헌 (57)
- "China's Live Commerce Market Size in 2023:Approximately 1.9916 Trillion Yuan"[URL]
- "2023 Korea Live Commerce Total Settlement"[URL]
- "“Real-time Communication is the Trend”... Distribution Industry, Strengthening Live Commerce"[URL]
- Y. W. Joo, "Diagnosis of the Domestic Live Commerce Platform Market", KISA Report, 3(6), pp.42~50 (2021)
- J. Kim, "Live Commerce Platforms : A New Paradigm for E-commerce Platform Economy", Journal of Theoretical and Applied Electronic Commerce Research, 18(2), pp.959~975 (2023)[DOI]
- B. J. Pine, "The Experience Economy: Work Is Theater & Every Business a Stage", pp.1~25 (1999), Harvard Business School Press
- B. J. Pine, "The Experience Economy : Work Is Theater & Every Business a Stage, Harvard Business School Press", pp.27~38 (1999), Harvard Business School Press
- S. K. Park, "Effects of Experience on Enjoyment, Satisfaction, and Revisit Intention : Pine and Gilmore's Experience Economy Perspective", Advertising Research, (76), pp.55~78 (2007)
- Y. J. Yang, "A Research Study on Processing Effects and Mobile Advertising", The Korean Journal of Advertising, 20(1), pp.221~236 (2009)
- K. Y. Lee, "Factors Influencing on the Flow and Satisfaction of YouTube Users", The Journal of the Korea Contents Association, 18(12), pp.660~675 (2018)[DOI]
- S. Ünal, "Attitudes towards Mobile Advertising – A Research to Determine the Differences between the Attitudes of Youth and Adults", Procedia - Social and Behavioral Sciences, 24, pp.361~377 (2011)[DOI]
- X. Xu, "What Drives Consumer Shopping Behavior in Live Streaming Commerce", Journal of Electronic Commerce Research, 21(3), pp.144~167 (2020)
- U. D. Song, "The Effects of Live Commerce Customer’s Repurchase Intention-Focused on Beauty, Fashion and Entertainment-", Doctor, pp.2021
- S. Y. Jung, "The Impact of Entertainment of Live Commerce on Viewer’s Attitude and Continuous Use Intention", A Journal of Brand Design Association of Korea, 19(1), pp.183~196 (2021)[DOI]
- C. Y. Park, "The Effects of the Experience Factor of DMZ Tour on Perceived Value and Satisfaction Using the Experience Economy Theory", Journal of Tourism and Leisure Research, 30(7), pp.57~74 (2018)[DOI]
- X. T. LI, "The Impact of Customer Experience on Customer Commitment and Behavioral Intention in Theme Park", The Journal of the Korea Contents Association, 15(6), pp.499~508 (2015)[DOI]
- J. W. Kim, "The Effects of VMD and In-store Experience of Brand Flagship Stores on Brand Attitude and Intent of Purchase", Journal of the Korean Society of Fashion Design, 11(4), pp.25~39 (2011)
- C. Y. Lee, "Effects of E-servicescape, Positive Emotion, Satisfaction and Involvement on Purchase Intention for Fashion Products", Korean Journal of Human Ecology, 22(1), pp.157~166 (2013)[DOI]
- X. Peng, "The Effect of Product Aesthetics Information on Website Appeal in Online Shopping", Nankai Business Review International, 8(2), pp.190~209 (2017)[DOI]
- X. Peng, "Enhance Consumer Experience and Product Attitude in E-commerce Live Streaming: Based on the Environmental Perspective", Industrial Management and Data Systems, 124(1), pp.319~343 (2024)[DOI]
- H. K. Hyun, "Effects of Festival Experiential Factors on Festival Satisfaction and Behavioral Intention-with Focus on Muju Firefly Festival-", The Journal of the Korea Contents Association, 14(9), pp.494~502 (2014)[DOI]
- J. Gu, "Privacy Concerns for Mobile App Download : An Elaboration Likelihood Model Perspective", Decision Support Systems, 94, pp.19~28 (2017)[DOI]
- Y. Sun, "How Live Streaming Influences Purchase Intentions in Social Commerce: An IT Affordance Perspective", Electronic Commerce Research and Applications, 37, pp.100886~ (2019)[DOI]
- H. D. Elsholiha, "Influence of Live-streaming Shopping Activities on Attitude toward Purchase Intention", Journal of Marketing Innovation, 3(2), pp.110~129 (2023)[DOI]
- Y. Gu, "Design Shopping as an Experience: Exploring the Effect of the Live-streaming Shopping Characteristics on Consumers’ Participation Intention and Memorable Experience", Information & Management, 60(5), pp.103810~ (2023)[DOI]
- M. B. Holbrook, "The Experiential Aspects of Consumption : Consumer Fantasies, Feelings, and Fun", Journal of Consumer Research, 9(2), pp.132~140 (1982)[DOI]
- K. W. La, "Effects of Wanghong Marketing in Live Commerce on Chinese Consumers' Purchase Intention toward Fashion Products-Focusing on the Mediating Effect of Wanghong's Characteristics and Consumers' Co-experience-", Journal of the Korea Fashion & Costume Design Association, 23(1), pp.19~36 (2021)[DOI]
- A. R. Lee, "Investigating the Factors Influencing the Use of Live Commerce in the Un-tact Era: Focusing on Multidimensional Interactivity, Presence, and Review Credibility", Knowledge Management Research, 22(1) (2021)[DOI]
- S. H. Choi, "The Nature of Flow in Virtual Reality Education : Based on A Grounded Theory Approach", The Journal of the Korea Contents Association, 17(11), pp.446~460 (2017)[DOI]
- S. L. Han, "Analysis of User Telepresence and Behavioral Intention in Virtual Reality Shopping Environment", Journal of Channel and Retailing, 24(1), pp.51~71 (2019)[DOI]
- K. W. Suh, "The Experience and Consumer Attitude in the Cultural Complex Type Retail Store", Seoul Studies, 10(4), pp.143~158 (2009)[DOI]
- J. S. Hwang, "The Effects of Types of Service Providers on Experience Economy, Brand Attitude, and Brand Loyalty in the Restaurant Industry", International Journal of Environmental Research and Public Health, 19(6), pp.3390~ (2022)[DOI]
- M. Csikszentmihalyi, "Beyond Boredom and Anxiety: The Experience of Play in Work and Games", pp.36~ (1975), Jossey-Bass
- K. Y. Lee, "Effects of Emotion Elicited by Internet Contents on Attitude Toward Floating Ad", Journal of Practical Research in Advertising and Public Relations, 11(1), pp.158~186 (2018)[DOI]
- H. F. Lin, "Influence of Virtual Experience Immersion, Product Control, and Stimulation on Advertising Effects", Journal of Global Information Management, 30(9) (2022)[DOI]
- X. Liu, "The Effects of Tourism E-commerce Live Streaming Features on Consumer Purchase Intention: The Mediating Roles of Flow Experience and Trust", Frontiers in Psychology, 13 (2022)[DOI]
- I. Ajzen, "Belief, Attitude, Intention and Behavior : an Introduction to Theory and Research", pp.5~18 (1975), Addison-Wesley
- M. S. Kim, "Effects of Selection Criteria for Eco-Friendly Agricultural Products on Purchase Intention", Journal of Distribution Science, 11(12), pp.71~81 (2013)[DOI]
- S. B. Park, "Consumer Behavior", pp.87~ (2009), BookNet
- J. H. Huh, "The Determinants of Consumer`s Attitude and Purchase Intention on the Ethical Products", Journal of Consumer Studies, 22(2), pp.89~111 (2011)
- J. H. Lee, "The Effect of Purchasing Factors of Environment-Friendly Agricultural Products on Consumer Attitude and Purchasing Intention", Culinary Science & Hospitality Research, 22(4), pp.204~221 (2016)[DOI]
- T. M. Ha, "The Influences of The Storytelling Advertising on Advertising Attitude, Brand Attitude and Purchase Intention in Korean Food Franchise Restaurant", Journal of Marketing Studies, 28(4), pp.41~67 (2020)[DOI]
- M. T. Lee, "An Exploratory Study on the Effect of YouTube Beauty Influencer Attributes on Contents Attitude, Product Attitude, Word of Mouth Intention, and Purchase Intention", The Korean Journal of Advertising, 31(5), pp.117~142 (2020)[DOI]
- D. Apasrawirote, "Factors Influencing the Behavioral and Purchase Intention on Live-streaming Shopping", Asian Journal of Business Research, 12(1), pp.39~56 (2022)[DOI]
- X. Dong, "Social Tie Formation in Chinese Online Social Commerce : The Role of IT Affordances", International Journal of Information Management, 42, pp.49~64 (2018)[DOI]
- J. C. Nunnally, "Psychometric Theory", pp.245~ (1978), McGraw-Hill
- H. S. Lee, "Empirical Study Research", pp.109~ (2014), Han Kyung Sa
- C. Fornell, "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error", Journal of Marketing Research, 18(1), pp.39~50 (1981)[DOI]
- J. C. Anderson, "Structural Equation Modeling in Practice : A Review and Recommended Two-Step Approach", Psychological Bulletin, 103(3), pp.411~423 (1988)[DOI]
- R. P. Bagozzi, "On the Evaluation of Structural Equation Models", Journal of the Academy of Marketing Science, 16(1), pp.74~94 (1988)[DOI]
- J. F. Hair, "Multivariate Data Analysis", pp.611~612 (1998), Prentice-Hall
- M. Tenenhaus, "PLS Path Modeling", Computational Statistics & Data Analysis, 48(1), pp.159~205 (2005)[DOI]
- S. M. Yoon, "The Impact of Customer Experience on Willingness to Support toward New Contents Development in Theme Park : Focused on the Experience(4es)Factors of Pine and Gilmore", Journal of Korea Service Management Society, 13(1), pp.57~81 (2012)[DOI]
- Z. Yu, "The Determinants of Purchase Intention on Agricultural Products via Public-Interest Live Streaming for Farmers during COVID-19 Pandemic", Sustainability, 14(21) (2022)[DOI]
- F. Ahmadi, "Factors Influencing Product Purchase Intention in Tiktok Live Streaming Shopping", International Journal of Accounting, Finance and Business, 7(43), pp.571~586 (2022)[DOI]
- Y. S. Lim, "Facebook Live : How It Affects the Purchase Intention of Generation Y in Malaysia?", Journal of Business Management and Accounting, 12(1), pp.25~49 (2022)[DOI]
- D. W. Marquardt, "Generalized Inverses, Ridge Regression, Biased Linear Estimation, and Nonlinear Estimation", Technometrics, 12(3), pp.591~612 (1970)[DOI]
