Psychological mechanisms in the acceptance of live commerce services 라이브 커머스 서비스 수용과정에서 나타나는 심리적 기제에 관한 연구
pp.304-321
Using the S-O-R framework, this study investigates the psychological mechanisms underlying consumer behavior in live commerce. Social presence, consumer trust, and service satisfaction were selected as key variables, and their influence on service adoption intention was empirically examined. A survey was conducted with consumers in their 20s, and data were analyzed using regression analysis and PROCESS Macro Model 6. Findings show that platform interactivity significantly enhances social presence. Source characteristics positively impact both consumer trust and service satisfaction, while content informativeness exerts a statistically significant positive influence on all three variables. Mediation analysis revealed that social presence affects adoption intention indirectly via service satisfaction and also through sequential dual mediation involving trust and satisfaction. The direct path from social presence to adoption intention was not significant, underscoring the critical role of service satisfaction in the adoption process. These results suggest that while interactivity strengthens perceived social presence, it is ultimately trust and satisfaction shaped by source credibility and content informativeness that drive adoption intention. The study contributes to understanding of consumer psychological responses in digital retail environments and offers practical implications. Enhancing content quality and strengthening source appeal are essential strategies for boosting consumer adoption of live commerce services.
I. Introduction
Ⅱ. Literature Review
1. S-O-R Framework
2. Live commerce service
3. Psychological responses and adoption behaviortoward live commerce
Ⅲ. Methods
1. Research structure for empirical study
2. Research model and hypotheses for identifyingpsychological mechanisms
3. Data collection and variable measurement
4. Respondent characteristics
IV. Research Findings and Discussion
1. Impact of live commerce service characteristicson consumer psychological variables
2. Psychological mechanisms in the acceptanceprocess of live commerce services
Ⅴ. Conclusion and Implication
References