본 논문은 중국 라이브 커머스(Live Commerce) 산업의 발전 과정과 현황을 분석 하고, 이와 관련된 주요 문제점을 분석하고 그에 대한 개선 방안을 제시하였다. 라이 브 커머스를 통해 판매자는 자기 제품의 특징과 장점을 실시간으로 생생하게 전달하 고, 소비자는 실시간 질문과 피드백을 통해 구매 결정을 내릴 기회가 주어지지만, 허 위 광고, 제품 품질 문제, 사후 서비스 부족 등 여러 가지 문제점도 존재한다. 본 논 문에서는 틱톡(抖音:TikTok) 라이브 커머스의 주요 쇼호스트(Show Host)인 ‘疯狂小 杨哥’의 사례를 통해 정보 비대칭(information asymmetry)으로 인한 허위 광고 문제 를 심도 있게 분석하였다. 연구 결과, 제조업체는 비용 절감을 위해 불량 고기를 사 용하였고 위생 상황도 열악하였으며 품질에 대한 책임도 지지 않았다. 또한, 쇼호스 트는 제품 홍보 과정에서 허위 광고를 하여 소비자를 오도하고, 소비자의 질의에 적 절히 대응하지 않았다. 이로 인해 소비자는 피해를 입고 소비자 권리 보호 과정에서 어려움을 겪고 있다. 또한, 정부의 감독 체계에도 허점이 존재한다. 본 논문은 이러 한 문제를 개선하기 위해 제조업체의 사회적 책임 강화, 쇼호스트의 진실성과 투명 성 유지, 소비자의 분별력 향상, 전자상거래 플랫폼의 권리 보호 메커니즘 구축, 그 리고 정부 감독 체계 등의 차원에서 개선책을 제안하였다.

In recent years, the e-commerce live streaming industry has emerged, and Chinese consumers‘ requirements for product quality, shopping experience and after-sales service have been constantly increasing. Therefore, for e-commerce enterprises, grasping consumers’ satisfaction with live streaming with goods is extremely important. In March 2024, this study conducted in-depth interviews with 20 interviewees in Wuxi City, constructed the main categories and contents of the live streaming with goods satisfaction scale assessment, designed the questionnaire based on this, and collected and retained 325 valid questionnaires through the Questionnaire Star platform from March 23 to 31 of the same year. Later, through empirical analysis, a satisfaction scale system for Chinese consumers‘ e-commerce live streaming covering 3 first-level indicators of anchor characteristics, live streaming interaction and live streaming environment, 5 second-level indicators and 29 items was constructed, filling the gap in related research. It provides a comprehensive evaluation tool for e-commerce enterprises to optimize products and services, formulate marketing strategies, improve the live streaming environment, and enhance the interactive experience, which is of great guiding significance. At the same time, it also provides useful guidance for Korean e-commerce enterprises to understand the needs of Chinese consumers, optimize live streaming content and interactive experience, and improve user retention and loyalty.

The integration of Live streaming and E-commerce, also known as Live commerce, has been widely used in Asia. The live commerce market in China, which leads the live commerce business, reached 2.36 trillion yuan (about 340 billion dollars) at the end of 2021. While revenue is an important indicator for a company, customer engagement in live commerce, which can acquire potential customers through brand loyalty formation, community building, and information sharing, is also a crucial indicator in consideration of long-term development.

The popularity of live streaming is driving the emergence of a new business model, known as live-streaming commerce (LSC). Consumers spend more and more time on smartphones, and the emerging business model of live-streaming commerce (LSC) is flourishing in the retail industry. With highly interactive features, LSC social interactions influence viewer purchase behaviors. To examine the interactions between influencers and viewers, we collected a rich dataset from a leading LSC service platform and integrated research models from the natural language process (NLP) field and econometric models.

Livestreaming commerce is a form of e-commerce that embedded real-time video presentation and social interaction. It provides immersive shopping experience reinforced by high levels of interactivity and instant bidirectional communication. China, as one of the biggest livestreaming markets, has reached 2.3 trillion (CNY) livestreaming commerce market value in 2022. In a 2020 survey, two-thirds of Chinese consumers experienced livestreaming shopping in the previous year. Accordingly, luxury brands, such as Chanel and Louis Vuitton have started to implement livestreaming commerce in China. However, for years, luxury brands have struggled with online commerce as it may impact upon perceptions of exclusivity and dilute brand value. Research on the efficacy of live commerce emerged in recent years and mostly focused on non-luxury brands. However, luxury brands cannot simply copy digital marketing strategies that proved to be effective for non-luxury brands. To date, limited academic attention has been devoted to the luxury commerce in a livestreaming context.

With the popularity of live streaming commerce, the characteristics of streamers and products subtly influence consumer behavior through visual live streaming form. Based on dual-process theory, this paper develops a comprehensive theoretical model to examine how consumer perceived streamer characteristics and product characteristics influence streamer attractiveness and product attractiveness, and explore how consumer behavior inertia is affected by streamer attractiveness and product attractiveness. An online survey consisting of 300 participants was recruited to empirically examine the proposed research model. The results indicated that consumer perceived streamer characteristics and product characteristics are important factors affecting the streamer attractiveness and product attractiveness, which in turn positively affect consumer’s shopping experience memory, which further influence consumer behavior inertia. In addition, the moderating effects of mindfulness are also examined.

In recent years, with its amazing online interactive promotion ability, e-commerce live streaming has attracted the attention of theoretical scholars and practical experts. This study takes “co-presence (CP) ” and “social presence (SP) ”, which are the prominent features of e-commerce live streaming, as the breakthrough point to explore the mechanism of the influence of co-presence and social presence on purchase intention. In this study, consumers with e-commerce live streaming watching experience are taken as participants, and the method of structural equation modeling is used. It is found that: presence significantly impacts flow experience and consumer purchase intention, while the impact of the two kinds of presence (SP, CP) is variable. the promotion effect of the two kinds of presence (SP, CP) on consumer purchase intention is completely mediated by flow experience. The mediating effect of co-presence on consumer purchase intention through flow experience is regulated by e-commerce live streaming topicality, but social presence doesn’t.

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.

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.

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.

This paper aims to examine the effect of live streaming, recently adopted by online clothing sellers to help sell clothes on the Facebook. Drawing on the literature in retailing, adoption behavior, and e-commerce, this paper proposes the framework to test the effect on customers’ perceived values, trust, and engagement intention. When shopping online, consumers are generally concerned with legitimacy of the vendor and authenticity of products or services (Chen and Dhillon 2002). Live streaming allows shoppers to view the seller’s face and expressions, background (e.g. clothes, furniture), as well as offered products that are not pre-recorded or edited prior to being presented in the online store. Due to the spontaneous, interactive nature of live streaming, viewers ask questions and receive answers from the page in almost real time (Wang et al. 2000), and the seller can use the feedback to respond to the need of customers better. Live streaming is expected to positively affect on customer’s perceived utilitarian value (authenticity, responsiveness). By merely viewing the seller showing, wearing, or putting different clothes on a mannequin can be fun and enjoyable like viewing the fashion show. Live streaming is expected to positively affect on customer’s perceived hedonic value (enjoyment). The act of shopping can also provide a symbolic benefit, as customers express their personal values, identity, self through the shopping experience (Chandon et al., 2000). Given that live streaming is not prevalent and used by general users, customers who participate in the live streaming may be perceived that they are innovative. Live streaming by possibly affecting customer hedonic, utilitarian, and symbolic value would be likely to positively affect trust and engagement intention. Trust can refer to the extent to which customers believe the web site is legal, ethical and credible and can protect their privacy(Wan, 2000). Trust can lead to positive feelings towards the online seller, and in turn can increase intention to revisit and purchase from the site (Chiu et al. 2009). Engaged people are generally those visiting the site frequently, spend substantial time on the site, and have many page views (Calder, Malthouse, and Schaedel 2009). The relationship of live streaming, and perceived values (customer hedonic, utilitarian, and symbolic value), trust, and engagement intention will be tested by conducting the survey with about 400 online shoppers. The data will be analyzed using the structural equation modeling. Results are expected to provide implications for the use of live streaming for online shopping. The study aims to examine the process underlying the effects of livestreaming on consumer trust and engagement. Livestreaming has potentials to bridge the gap between traditional and online shopping, allowing sellers and shoppers distant in space to interact and smoothening the online shopping experiences.