라이브 커머스에서 인플루언서의 큐레이터 역량이 신뢰도와 구매의도에 미치는 영향: 한중비교

• 영문명: Effects of Influencers’ Curator Competences on Reliability and Purchase Intention in Live Commerce: Comparison between Korea and China
• 발행기관: 한국IT서비스학회
• 저자명: 요우커신(Kexin You) 연예지(Yea Ji Yeon) 박철(Cheol Park)
• 간행물 정보: 『한국IT서비스학회지』제23권 제3호, 1~16쪽, 전체 16쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2024.06.30

국문 초록

As the COVID-19 pandemic confirmed the culture of non-face-to-face consumption. In retail commerce, the ‘live commerce’ market, where sales are made by communicating with customers in the form of live streaming broadcasts, has grown rapidly. Although previous studies have consistently confirmed the phenomenon of “influencers” in society and culture, there is a lack of research on the “sales expertise” of live commerce broadcasters such as Wang Hong in China. In China, “Wang Hong” is short for “Wang Luo Hong Ren”, a combination of “Wang Luo”, which means the Internet, and “Hong Ren”, which means star, and refers to a person who is popular through social platforms and is gaining popularity from many fans. Therefore, this study focuses on Wang Hong’s developing “selling expertise” and examines it from the perspective of a shopping curator. In particular, we applied Harold Jarche(2011)’s “Seek-Sense-Share” model to influencers to verify their influence on trust and purchase intention in live commerce. Furthermore, we analyzed the differences between Korea and China.A survey was conducted among live commerce users in Korea and China, and a total of 228 questionnaires were used in the final analysis. Basic statistical analysis was conducted using SPSS and hypotheses were tested using PLS 3.0. The results of the hypothesis testing showed that influencers’ curatorial competence “Seek-Sense-Share” had a significant effect on trust, and trust had a positive effect on purchase intention. In addition, there is a significant difference between Korean and Chinese consumers in this relationship.

목차

1. 연구의 배경 및 목적

2. 이론적 배경

3. 연구 모델 및 가설

4. 연구방법

5. 연구결과

6. 결론 및 시사점

참고문헌

키워드

Live commerce Influencer Trust Purchase Intention Curation Shopping Korea China