라이브커머스의 스토리텔링이 시청몰입, 구매의도에 미치는 영향: 호텔 상품 구매 경험자를 대상으로

Abstract

This study empirically investigated the viewing immersion and purchase intention on the effects of live commerce by consumers. The online survey was conducted among 299 residing in Korea who had watched a video on hotel products shown by live commerce. The results verified through this study are as follows. First, it was found that the emotion and interest of each sub-factor of storytelling had a significant positive effect on the relationship between storytelling characteristics and viewing immersion. Second, in the relationship between viewing immersion and purchase intention, it was found that viewing immersion had a significant positive effect on purchase intention. Third, it was found that among the storytelling components of live commerce, interest, emotion, ease of understanding, and professionalism affect purchase intention. Fourth, it was found that the emotion and interest of each sub-factor of storytelling had a significant positive effect viewing immersion between live commerce storytelling and purchase intention playing a mediating role. Therefore, it is necessary to develop storytelling that consumers can sympathize with and be interested about hotel products by live commerce and a differentiation strategy for promotion and marketing using live commerce is necessary.