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.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2024.6
- 수록면
- 123 - 148 (26page)
- DOI
- 10.37272/JIECR.2024.06.24.3.123
이용수
초록· 키워드
The concept of atmosphere plays a crucial role in the fields of marketing and consumer behavior, exerting influence on consumers" purchasing decisions and behaviors based on the physical and sensory characteristics of stores or environments. However, when it comes to online shopping, consumers miss out on the sensory elements such as smell, temperature, and interior style that are present in offline stores due to the use of mechanical screens. Therefore, this study aims to investigate how live commerce atmosphere in the live shopping environment impacts consumer perception and impulsive buying intentions using the S-O-R(Stimulus-Organism-Response) model. The atmosphere is categorized into interactive atmosphere, economic atmosphere, entertainment atmosphere, and interface design. Empirical analysis results indicate that all hypotheses except for
those related to the impact of entertainment atmosphere on flow were supported. To ensure consumer satisfaction and foster long-term relationships with customers, live commerce platforms should encourage more careful and rational purchases from consumers. In an online shopping context where traditional offline store"s physical and sensory elements are absent, understanding the influence of live atmosphere becomes crucially important. This study emphasizes creating an engaging and user-friendly live commerce atmosphere to enhance user experience while positively impacting consumer behaviors.
상세정보 수정요청해당 페이지 내 제목·저자·목차·페이지those related to the impact of entertainment atmosphere on flow were supported. To ensure consumer satisfaction and foster long-term relationships with customers, live commerce platforms should encourage more careful and rational purchases from consumers. In an online shopping context where traditional offline store"s physical and sensory elements are absent, understanding the influence of live atmosphere becomes crucially important. This study emphasizes creating an engaging and user-friendly live commerce atmosphere to enhance user experience while positively impacting consumer behaviors.
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목차
- Abstract
- Ⅰ. 서론
- Ⅱ. 이론적 배경
- Ⅲ. 연구모형 및 연구가설
- Ⅳ. 연구방법
- Ⅴ. 결론
- 참고문헌
참고문헌
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