KOREASCHOLAR

A growing number of fashion brands and retailers are actively adopting live streaming as a new marketing channel. In spite of the increasing use of live commerce, the effects of live streaming commerce on customer purchasing behavior for fashion products are not fully understood. The purpose of this study is to examine factors affecting consumers’ attitudes toward a purchase via fashion live streaming commerce (FLSC) and intention to use FLSC. The study also investigated whether consumers’ expenditure on fashion and time spent on mobile shopping moderate the relationships among research variables. A total of 230 questionnaires were analyzed through descriptive statistics, confirmatory factor analysis, and multiple-group comparison tests using SPSS and AMOS. A summary of the main results of this study is as follows. First, the perception of the attributes of FLSC (ease of use, economic efficiency, interactivity, and enjoyment) has a positive effect on attitude toward a purchase via FLSC. The ease of use and economic efficiency of FLSC, in particular, have greater impacts on attitudes than other factors. Secondly, attitudes toward FLSC positively impact the intention to use FLSC. Lastly, the results of group comparisons, by fashion expenditure and time spent on mobile shopping respectively, hold no significant moderation effects among the variables. These findings demonstrate that consumers are more likely to use FLSC as they form a positive attitude by the attributes of FLSC mentioned earlier. The study provides some insights on an exploration of live streaming commerce for fashion product sales.

Abstract
I. Introduction
Ⅱ. Review of Literature
    1. Live streaming commerce
    2. The attributes of fashion live streaming commerce
    3. Attitude and behavioral intention
    4. Consumer behavior according to spending on fashion
    5. Consumer behavior according to time spent on  mobile  shopping
Ⅲ. Research Method
    1. Research model
    2. Measurement scales
    3. Data collection and sample description
Ⅳ. Results
    1. Verification of reliability and validity of measurement variables
    2. Causal relationships among the attributes of FLSC, attitude, and intention to use
    3. Verification of moderating effects of fashion spending
    4. Verification􀀎 of moderating effects of time spent on mobile shopping
Ⅴ. Conclusion
References

• 서혜심(계명대학교 패션비즈니스학과 석사과정) | Hyesim Seo (Master’s Course, Dept. of Fashion Business, Keimyung University, Korea)
• 여은아(계명대학교 패션마케팅학 전공 교수) | Eunah Yoh (Professor, Dept. of Fashion Marketing, Keimyung University, Korea) Corresponding author