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
Recently, livestreaming commerce has grown rapidly in the e-commerce market for fashion products. This study was designed to empirically identify how interactivity among the characteristics of live commerce affects the behavioral intentions of service users and the psychological mechanisms through which these effects take place. Data collection was conducted online for young adults in their 20s who are actively partaking in using fashion technology. To verify the mediating effect using the SPSS Macro Process Model 6, the data from 103 experienced users who watched fashion product shopping videos through livestreaming among 337 valid datasets were analyzed. As a result of the empirical study, it was found that that the mediating effect of social presence was significant in the path of interactivity on behavioral intention in the livestreaming shopping environment. In addition, the indirect effect of the sequential mediation model in which social presence and relationship quality were input as parameters was found to be significant. Social presence was confirmed to be an important variable in the establishment of live commerce as a preceding variable in the formation of the relationship composed of trust and satisfaction. However, it was found that the indirect path mediated by relationship quality and the direct path to behavioral intention without the mediation of social reality or relationship quality did not have a significant effect. In particular, the double mediation effect was stronger than simple mediation, suggesting that the reinforcement of relationship quality by social presence can act as an important mechanism to promote consumer behavior. In practice, it is expected that the formation of intimacy based on trust and satisfaction in the livestreaming shopping environment brought about by the experience of a social presence through real-time interaction will be a differentiation strategy that can activate the use of live commerce as a fashion distribution format.
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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