라이브 커머스에서 고객의 충동구매 행동에 관한 포괄적 분석

• 영문명: A Comprehensive Analysis of Customers’ Impulsive Buying Behavior in Live Commerce
• 발행기관: 한국무역연구원
• 저자명: 임동섭
• 간행물 정보: 『무역연구』제19권 제5호, 225~243쪽, 전체 19쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2023.10.31

영문 초록

Purpose - The purpose of this study is to understand customer purchasing phenomenon in live commerce from the perspective of impulse buying. Design/Methodology/Approach - In this study, in order to study factors affecting impulse buying behavior in live commerce, factors affecting impulse buying behavior were classified into four characteristic areas using flow and perceived usefulness as mediators. The four characteristic areas are live commerce platform characteristics, information source characteristics, product characteristics, and individual characteristics. A total of 290 copies of valid data were collected through a questionnaire survey, which was empirically analyzed using structural equation modeling. Findings - As a result of the study, it was found that sense of reality, credibility, and entertainment affect flow, low price, trendy product, and high involvement product affect perceived usefulness, and perceived usefulness and flow affect impulse buying behavior. Research Implications - Practitioners that want to achieve business results by utilizing impulse purchases in live commerce first select products with high involvement, and during the broadcast process, they emphasize the practical benefits that consumers can obtain from purchasing products to make it fun instead of boring.

목차

Ⅰ. 서론

Ⅱ. 라이브 커머스에 대한 이론적 배경

Ⅲ. 연구모형 및 가설

Ⅳ. 연구방법론

Ⅴ. 연구결과

Ⅵ. 토의

Ⅶ. 결론 및 시사점

References

키워드

Flow Impulsive Buying Behavior Live Commerce Perceived Usefulness