본 연구에서는 뷰티 라이브 커머스 서비스품질이 만족, 신뢰, 충성도에 미치는 영향을 알아보고 자 하였다. 이를 위해 설문지 총 246부를 수집하여 통계패키지 SPSS 26.0으로 빈도분석, 탐색적 요인분석, 신뢰도 분석, 상관관계분석, 회귀분석을 하였으며 주요 결과는 다음과 같다. 첫째, 뷰티 라이브 커머스 서 비스품질의 구성요소인 정보유용성, 상호작용성, 오락성 모두 만족과 신뢰에 유의한 영향을 미치는 것으로 나타났다. 둘째, 만족은 신뢰와 충성도에 유의한 영향을 미치는 것으로 나타났다. 셋째, 신뢰는 충성도에 유의한 영향을 미치는 것으로 나타났다. 이상의 결과로 5개의 가설이 모두 채택되었다. 충성도를 이끌어내 기 위해서는 만족과 신뢰를 충족시켜야 하며 이를 위해 유용한 정보를 제공하고 원활한 커뮤니케이션 환경 을 조성해야 하며 유희적 요소를 개발해야 할 필요가 있다.

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.

This study empirically verified the effect of the characteristics of live commerce on consumer trust and purchase intention. An online survey was conducted targeting adult women in their 20s and 30s who watched videos relating to fashion products on the NAVER shopping live channel; 281 questionnaires were analyzed using the IBM SPSS statistics 23 and AMOS 21 software packages. Consequently, the four factors of interactivity, attractiveness, price discount, and playfulness were identified from the data as characteristics of live commerce. Whereas interactivity and playfulness positively affected trust in both the seller and the product, attractiveness did nor significantly affect trust in the seller and the product. Furthermore, price discount had a significant positive effect only on trust in the seller and had no significant effect on trust in the product. In addition, trust in both the seller and the product had a significant positive effect on consumers’ purchase intention; in particular, trust in the seller had a greater influence on consumers’ purchase intention than trust in the product did. Research on the characteristics of live commerce can contribute to extend the theorical framework of live commerce research. Finally, fashion companies using live commerce channels will be able to develop live commerce channels that can elicit positive consumer perceptions based on the results of this study.

The purpose of this study is to investigate the mediating effect of trust when a media broadcaster (such as a disc jockey [DJ]) acting as an information source and the content they provide during live commerce streaming affect acceptance intention. Live commerce is increasing rapidly, offering a new fashion distribution channel by supplementing possible shortcomings of existing online shopping. Data was collected for the empirical study from female consumers in their 20s who actively accepted fashion technology. Statistical analysis of the data was conducted using IBM SPSS Macro Process 3.5. First, the reliability and validity of the variables for information source characteristics, content informativeness, trust, and acceptance intention were verified, and each variable was confirmed as a single factor. Bootstrap analysis was performed using Macro Process Model 4 to reveal the effects of information source characteristics and content informativeness on acceptance intention. As a result of analyzing the mediating effect for each path model with trust as a parameter, it was found that both the direct and indirect effects of the mediating path were significant. This result means that the characteristics of information sources and content informativeness are partially mediated by trust. Therefore, to promote consumer behavior in a live commerce shopping environment, it is necessary to enhance trust. This can be achieved by a media broadcaster with fashion expertise to increase the perception of the attractiveness of the information source and to improve the usefulness of the fashion information being delivered.

본 연구는 성별과 연령, 라이브 커머스를 통한 화장품 구매경험이 구매만족도와 지속적 구매의도에 미치는 영향에 대해 분석하기 위해 서울 및 경기도에 거주하는 10대에서 50대의 남녀 301명을 대상으로 자료를 수집하여 SPSS 21.0으로 통계처리 하였다. 그 결과 라이브 커머스를 통한 구매경험은 ‘실용적 가치’, ‘오락적 가치’ 및 ‘신뢰적 가치’ 차원으로 분류되었고, 구매만족도와 지속적 구매의도는 단일 차원으로 나타났다. 성별과 연령대에 따라 라이브 커머스를 통한 화장품 구매경험이 구매만족도와 지속적 구매의도에 긍정적 영향을 주었다. 성별과 연령별에 따라 구매만족도가 지속적 구매의도에 영향을 미치는 것으로 나타났다. 본 연구결과는 화장품 산업에서 성별과 연령별에 따른 라이브 커머스를 활용하는 마케팅 전략수립에 기초자료가 될 것으로 사료된다.

Live-streaming commerce business is growing as the consumption of video content and Smartphone shopping increases. This study examines the following three aspects: whether para-social interaction influences perceived interactivity; whether seller trust affects satisfaction with the experience; whether relationships are controlled by a moderated mediator of self-image congruity. An online survey was conducted with 203 women aged 20-30 years. They were asked to respond to the survey after watching a beauty category live-streaming commerce broadcast. The results revealed that the para-social interaction had a significant effect on perceived interactivity, seller trust and satisfaction with the experience. The findings also indicated that the perceived interactivity and seller trust mediated the relationship between para-social interaction and satisfaction with the experience. Regarding the mediated moderation effect of self-image congruity, it was statistically significant between para-social interaction and perceived interactivity through seller trust. A higher level of consumer’s self-image congruity influenced the greater effect of para-social interaction on live commerce experience. This study makes important theoretical contributions to the para-social interaction in mobile commerce industry by emphasizing the mediating role of perceived interactivity and seller trust. This is achieved by examining the moderating effects of self-congruity on satisfaction with the experience. The results also verify the seller’s crucial role in live-streaming commerce market which leads to the consumers greater fulfillment.