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중국 소비자의 라이브 커머스의 특성이 시청몰입과 재구매의도에 미치는 영향
바씨아오쯔,최동오 국제e-비즈니스학회 2024 e-비즈니스 연구 Vol.25 No.2
Research Purpose: In this study, we aimed to identify the live commerce’s characteristics perceived by consumers in the non-face-to-face era and explored the impact of these characteristics on consumers’ commitment and repurchase intention. In addition, we compared the differences between the effects of various characteristics on consumer behavior change (commitment, repurchase intention). Then, we verified the mediating effect of consumers' commitment in the relationship between the characteristics of live commerce and repurchase intention. Research Methods: Investigation of statistics for characteristics of live commerce, commitment, repurchase intention of Chinese consumers. SPSS and AMOS statistics program were used in this study. Results in Research: Firstly, the ease of use, informativeness, and payment characteristics were found to have a positive effect on commitment, and the informativeness and payment had a direct positive effect on repurchase intention. In addition, it was found that when consumers watch live commerce, flow has a direct effect on repurchase intention, and the characteristics of live commerce have an indirect effect on repurchase intention through commitment. Research Conclusion: The effect of improving repurchase intention can be expected by increasing live commerce's characteristic and commitment.
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