모바일 라이브 쇼핑 방송의 특성이 화장품 소비자의 개인적 소비성향 및 구매의도에 미치는 영향

Abstract

Recently, online consumption has increased sharply due to the decrease in an outing and face-to-face activities due to the spread of COVID-19. Live commerce, a shopping platform with social media, a communication channel for users, is rapidly emerging as a new marketing channel. More and more consumers use a platform where sellers and buyers can communicate through live commerce to obtain detailed product information and conveniently purchase products. Therefore, this study aimed to analyze the effects of the nature of live commerce on consumers’ shopping behavior and purchasing intention, targeting women in their 20s and 40s who have purchased cosmetics through live commerce. This study used a questionnaire that includes demographics, the usage of live commerce, shopping behavior, and purchasing intention. A five-point Likert scale was used for the characteristic of live commerce, shopping behavior, and purchasing intention. Five factors were used for the characteristic of live commerce: reliability, information, usefulness, entertainment, and interactivity. Five factors were used for shopping behavior: impulsive, individual, rational, innovative, and conspicuous. The results show that live commerce is an essential variable of shopping behavior and purchase intention. In particular, it was confirmed that the characteristics of live commerce and shopping behavior influence purchasing intention, and purchasing intention is formed by the characteristic of live commerce and shopping behavior. By analyzing the marketing effects of live commerce, this study is expected to be used as primary data for future marketing strategies and follow-up studies for live commerce.