틱톡 라이브 커머스 특성이 소비자 구매에 미치는 영향

• 영문명: The Impact of Tiktok Live Broadcast Business on Consumers' Purchase Intention
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 판광미(Guang-Mei Pan) 김태인(Tae-In Kim)
• 간행물 정보: 『아태비즈니스연구』제15권 제2호, 237~256쪽, 전체 20쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2024.06.30

국문 초록

Purpose- The purpose of this study was to analyze the interrelationship between the characteristics of TikTok live commerce: (host expertise, host reliability, sales marketing strategy, product price, logistics speed, refund convenience), purchase intention, and continuous purchase intention. Design/methodology/approach- This study collected 470 questionnaires collected from the survey for consumers using TikTok live commerce in China and conducted an empirical analysis using SPSS 24.0 statistical packages for 423 valid questionnaires (90%) excluding unfaithful responses. Findings- First, it was confirmed that the characteristics of TikTok Live (host expertise, host reliability, sales marketing strategy, product price, logistics speed, and refund convenience) had a positive effect on consumers' purchase intention. Second, it was confirmed that the higher the consumer's purchase intention, the higher the continuous purchase intention. Third, it was also confirmed that the characteristics of TikTok Live (host expertise, host reliability, sales marketing strategy, product price, logistics speed, and refund convenience) had a positive effect on consumers' continuous purchase intention. Research implications or Originality- Through the research results of this paper, product prices have the greatest influence on consumers' purchase intentions, followed by sales marketing strategies and host expertise. Therefore, this study aims to present implications for product prices, sales marketing strategies, and host expertise in TikTok live commerce based on empirical analysis and analysis of previous studies.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법론

Ⅳ. 실증분석 결과

Ⅴ. 결론

References

키워드

E-commerce Tikok Live Commerce Live Broadcast Purchase Intention