더우인(TikTok) 라이브 커머스(사용자들의) 구매의도 영향 요인에 관한 연구

Abstract

With the continuous development of the Internet and e-commerce, the pattern of online shopping is deeply applied to people’s daily life. Recently, many business platforms are pursuing innovation to meet the needs of various users. As the total transaction volume of e-commerce live commerce continues to increase, the approach of consumers has gradually become a new growth point fore-commerce platforms. Therefore, we investigated how this e-commerce live commerce affects the purchase intention of users.<BR> Based on the “stimulus-object-response (S-0-R)” theory and the theory related to customer perceived value, this study set discount event, personal attraction, interest, and interaction as stimulus factor variables. Perceived reliability, perceived functional value, and sentimental value were taken as parameters, and the customer’s purchase intention was set as the outcome variable.<BR> In this study, a total of 219 responses were collected through an online survey and used for analysis. The reliability and validity of the model were analyzed using the SPSS27.0 and AM0S27.0 statistical packages, and path analysis was performed to verify the hypothesis.<BR> According to the analysis results, discount events, caster’s personal attractiveness, interest, and interaction have a positive effect on consumer confidence. A caster’s personal attractiveness and interest have a positive effect on perceived functional value. Interest has a positive effect on perceived functional value. Discount events, caster’s personal attractiveness, and interactions do not affect perceived functional value. A caster’s personal attractiveness, interest, and interaction have a positive effect on perceived sentimental value. The discount event does not affect the perceived sentimental value. Reliability, perceived functional value, and perceived sentimental value have a positive effect on purchase intention. Therefore, we believe that itwill be possible to effectively introduce products in live commerce, continuously create high-quality content, take full advantage of the caster’s personal influence, create