인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록·키워드
This study investigates the effects of live commerce streamers’ characteristics and content on consumers’ mental simulation and vicarious experience. In live commerce, inducing vicarious experience of products is crucial, as consumers cannot directly interact with them.
Based on a survey analysis of users with live commerce shopping experience, the results indicate that the characteristics of streamers-such as credibility, expertise, and attractiveness-positively influence mental simulation. Additionally, the features of live broadcasts, including interactivity, immediate feedback, authenticity, and self-reference,also enhance mental simulation, which ultimately contributes to a positive vicarious experience.
The findings suggest that to develop effective strategies for live commerce, it is essential to enhance the characteristics of both streamers and live broadcasts. This study expands research related to mental simulation and vicarious experience, offering implications for live commerce managers and related brands in enhancing consumer information processing and shopping experience.
Based on a survey analysis of users with live commerce shopping experience, the results indicate that the characteristics of streamers-such as credibility, expertise, and attractiveness-positively influence mental simulation. Additionally, the features of live broadcasts, including interactivity, immediate feedback, authenticity, and self-reference,also enhance mental simulation, which ultimately contributes to a positive vicarious experience.
The findings suggest that to develop effective strategies for live commerce, it is essential to enhance the characteristics of both streamers and live broadcasts. This study expands research related to mental simulation and vicarious experience, offering implications for live commerce managers and related brands in enhancing consumer information processing and shopping experience.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
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