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라이브커머스 경영자의 앵커선택 의사결정에 대한 연구

A study on Anchor Selection Decision-making for Live Commerce Managers

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초록

이 연구의 목적은 라이브커머스 경영자가 접하는 앵커선택의 문제에서 앵커의 특성(매력성,전문성, 신뢰성), 사회적 존재감, 소비자 행동의도 간의 관계를 살펴보는 것이다. 또한 앵커의특성과 소비자의 사회적 존재감 간의 관계에 대한 앵커와 제품의 이미지 일치성의 조절 역할을탐색하고자 한다. 연구 결과, 앵커의 특성(매력성, 전문성, 신뢰성)과 사회적 존재감은 라이브커머스에서 행동의도에 긍정적인 영향을 미치는 것으로 확인되었다. 앵커와 제품의 이미지일치성은 매력성, 전문성이 사회적 존재감에 미치는 영향을 조절한다, 그러나 신뢰도와 사회적존재감 사이에는 조절효과가 없다. 결론적으로, 본 연구는 라이브커머스 플랫폼 연구에 새로운관점을 제공하고 앵커에 대한 연구를 풍부하게 한다. 앵커의 품질 향상을 촉진할 뿐만 아니라라이브커머스 기업에게 다음과 같은 도움을 줄 수 있다. 소비자 수요에 따라 적합한 앵커를선택하고, 제품 홍보 및 판매를 촉진하며, 궁극적으로 전체 전자상거래의 지속 가능한 발전을촉진한다.

Abstract

The purpose of this study is to examine the relationships among anchorcharacteristics (attractiveness, professionalism, and trustworthiness), socialpresence, and consumer behavioral intentions in the context of anchorselection faced by live commerce managers. And also to examine themoderating effect of anchor and product image congruence on the relationshipbetween anchor characteristics and social presence. The results confirm thatanchor characteristics and social presence positively influence consumers’behavioral intentions in live streaming commerce. Anchor image and productconsistency moderated the effects of attractiveness and professionalism onsocial presence, but there was no moderating effect between credibility andsocial presence. In conclusion, this study provides a new perspective andenriches the research on live ecommerce platforms with the study of anchors. It not only promotes the improvement of anchor quality, but also helpse-commerce live streaming companies to select appropriate anchorsaccording to consumer demand, promote product promotion and sales, andultimately promote the sustainable development of the entire ecommerceindustry.

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