Abstract
In social network services (SNS), people who influence others or induce change are called influencers. influencer has a lot of fans and influence on social media for its knowledge or excellent appearance, which is a specialty in certain fields such as fashion, beauty, sports, and games. Influencer shares daily life and interacts with fans through content such as writings, photos, and videos, and has a great influence on the field of live commerce as well as social media. SPSS 23.0 and SmartPLS 4.0 were used for hypothesis testing. The results of the study are summarized as follows. First, attractiveness had a significant effect on hedonic and practical values. Second, reliability had a significant effect on hedonic and practical values. Third, expertise had a significant effect on pleasure value, but did not have a significant effect on practical value. Fourth, interactivity had a significant effect on hedonic and practical values. Fifth, Pleasant value and practical value had a significant effect on purchase intention. Through this study, a systematic study on the influencer of live commerce broadcasting is needed. It is necessary to establish and implement a strategy to secure a competitive advantage in influencer and establish a systematic management plan.
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