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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
김주란 (전주대학교)
저널정보
한국유통과학회 산경연구논집 산경연구논집 제12권 제10호
발행연도
2021.10
수록면
41 - 55 (15page)

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초록· 키워드

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Purpose: This study focuses how motivations influence interactivity in the live streaming commerce context. Live streaming commerce involves the provision of e-commerce activities and transactions via a live streaming platform that offers real-time interaction, entertainment, social activities, and commerce. The purpose of study is to examine effects of motivations on perceived interactivity and the effects of perceived interactivity on attitude and intention to use the live streaming commerce. Research design, data and methodology: The study investigates key questions about consumers’ motivation to use live streaming commerce and perceived interactivity by surveying 300 users of live commerce. Participants were asked whether they were live streaming commerce users who had experienced live streaming commerce before participating in the survey. The full survey required live streaming commerce users to respond to all the questions. Results: The study uncovered motivations for using live streaming commerce by finding information, entertainment, pass time, fashion/status and real time and perceived interactivity in the live streaming commerce. The results indicated motivation to use live streaming commerce positively influenced perceived interactivity. Perceived interactivity had positive effects on attitude toward brand. Attitude toward brand had positive effects on intention to use. Conclusions: Live streaming commerce is getting increasing attention from marketers because live streaming commerce has seamlessly integrated commerce, social activities, and hedonic factors. This study clarifies motivations and perceived interactivity in the live streaming commerce context. The study uncovers the relationships between motivations, perceived interactivity, attitude, and intention to use that contributes to the theoretical foundation and practical implications for marketing and management in the live streaming commerce context. Specifically, the study develops the theoretical contributions to perceived interactivity in the in the live streaming commerce context. The results also contribute to the practical implications for new marketing strategies that provides dynamic real-time interaction, exact information, and social and hedonic factors to attract consumers to indulge in the consumption processes. Marketing practitioners will obtain insights that can help them develop and manage brand strategies by understanding the influence of motivation and perceived interactivity in the live commerce context, which offers opportunities for contactless marketing and management.
#Live Streaming Commerce #Motivations #Interactivity #Attitude #Intention to Use

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참고문헌 (33)

참고문헌 신청
Chen, C. / 2018 / What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement / Telematics and Informatics 35(1):293~303 google schola Churchill Jr. G. A / 1979 / A Paradigm for developing better measures of marketing constructs / Journal of Marketing Research 16(1):64~73 google schola Croes, E. / 2021 / Young adults’ motivations for following social influencers and their relationship to identification and buying behavior / Computers in Human Behavior 124(11):106910 Crossref DeVellis, R. F. / 2016 / Scale development: Theory and applications / Sage google schola Dodoo, N. A. / 2021 / Snapping and chatting away : Consumer motivations for and outcomes of interacting with Snapchat AR ad lens / Telematics and Informatics 57(2):01514 Crossref

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