중국 보석 산업 라이브 커머스의 3大 주요 특징이 고객 감정 및 충동 구매 행동에 미치는 영향에 관한 연구 (SOR모델을 중심으로)
Live Commerce in China's Jewelry Industry: Exploring the Key Attributes (Host, Product, Studio) and Their Impact on Customer Sentiment and Impulse Buying Behavior with a Focus on the SOR Model
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초록
2020년초 코로나19가 전 세계적으로 대유행하면서 실제 매장 운영에 부담이 증가하고, 많은 매장이 정상 운영이 어려워져 코로나19 기간 동안 라이브 커머스는 보석 산업에서도 보편화되었다. 라이브 커머스는 기술적인 어려움이 적고 기업에 직접적인 수익을 가져오는 자체 구호 수단으로 부각되었다. 본 연구는 주얼리 산업에서 쇼호스트, 제품, 스튜디오가 소비자 정서와 충동구매 행동에 미치는 영향을 분석한다. 281명의 중국 소비자를 대상으로 한 온라인 조사를 통해 얻은 결과에 따르면, 쇼호스트의 매력이 소비자 감정과 충동구매에 긍정적인 영향을 미치는 반면, 쇼호스트의 전문성은 영향이 없다. 또한 제품 할인이 소비자 정서와 충동구매에 긍정적인 영향을 미치는 반면, 제품 가치와 희소성은 영향이 없다. 시각적 진열, 청각적 배경 음악은 소비자의 정서에 긍정적인 영향을 미치는 반면, 스튜디오 조명은 영향이 없다. 소비자 정서는 쇼호스트, 제품, 스튜디오의 충동구매에 매개 효과를 나타낸다. 연구 결과는 보석 라이브 커머스가 쇼호스트의 매력 강화, 할인 활용, 시각적 및 청각적 효과 합리적 활용을 통해 더 큰 이익을 창출할 수 있다고 시사한다.
Abstract
Around 2020, Covid-19 broke out on a large scale worldwide, increasing the burden of physical store operations, and even many physical stores are unable to operate properly. Thus, live broadcasting in various industries, jewelry industry is no exception. The technical threshold of direct broadcast marketing is not high, and it can bring profits directly to enterprises, which has become a self-rescue measure during Covid-19.The purpose of this study is to discuss the influence of three factors (anchor, product and live room) on consumer sentiment and impulse buying behavior in jewelry industry. A total of 281 valid samples were returned from an online survey of Chinese consumers. SPSS 27 is used to process data, do correlation analysis and regression analysis to verify whether the hypothesis is valid. Firstly, from the perspective of anchors, the attractiveness of anchors has a significant positive effect on consumer sentiment and impulsive buying, but the professionalism of anchors has no significant effect on consumer sentiment and impulsive buying. Secondly, from the point of view of products, the discount of jewelry products has a significant positive effect on consumer sentiment and impulsive purchase, while the value and scarcity of products have no significant effect on consumer sentiment. Thirdly, visual display and auditory background music have a significant positive effect on consumers' emotions, while live lighting has no significant effect on consumers' emotions and impulsive purchases. Fourthly, consumer sentiment has intermediary effect in three aspects: anchor, product, live broadcast and consumer ismpulse buying behavior. The research results will be helpful to the development of Chinese jewelry enterprises in live broadcasting Jewelry live broadcasts should enhance the anchor's charm, appropriate discounts, and rational use of visual and auditory effects will create greater profits.
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