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
Live commerce is rapidly expanding worldwide, and Vietnam is no exception, with an increasing number of consumers engaging with these platforms. This study uses the Uses and Gratifications (U&G) Theory to examine how the motivations of Vietnamese live commerce users influence their intention to continue using these platforms, with a particular focus on the moderating effect of gender. The study is based on data from 306 questionnaires collected from Vietnamese consumers over the age of 18 who have used live commerce in the past year. The data were analyzed using SPSS 27.0 for descriptive statistics and reliability analysis and AMOS 22.0 for structural equation modeling and confirmatory factor analysis. The results indicate that perceived enjoyment, information-seeking, self-expression, and social interaction significantly influence consumers’ intention to continue using live commerce. A multi-group structural equation analysis revealed that for women, intention to continue using live commerce is driven by higher perceived enjoyment and information-seek ing motivations, whereas for men, perceived enjoyment is the primary motivator. In other words, the impact of usage motivations on the intention to continue using live commerce differs by gender among Vietnamese users. This study offers practical insights for developing effective live commerce marketing strategies and con tributes to the theoretical understanding of gender-based differences in consumer behavior in a market where female consumers play a key role.
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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