라이브 커머스의 의사사회적 상호작용이 경험 만족도에 미치는 영향- 자아 이미지 일치성의 조절된 매개효과를 중심으로 -
The effect of live commerce’s para-social interaction on satisfaction with the experience - Focused on the moderated mediation effect of self-image congruity -
- 주제(키워드) 라이브 커머스 , 의사사회적 상호작용 , 지각된 상호작용성 , 경험만족도 , 자아이미지 일치성 , live-streaming commerce , para-social interaction , perceived interactivity , satisfaction with the experience , self-image congruity
- 주제(기타) 생활과학
- 설명문(URI) https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART002671507
- 관리정보기술 faculty
- 등재 KCI등재
- 발행기관 복식문화학회
- 발행년도 2020
- URI http://www.dcollection.net/handler/ewha/000000176498
- 본문언어 한국어
초록/요약
Live-streaming commerce business is growing as the consumption of video content and Smartphone shopping increases. This study examines the following three aspects: whether para-social interaction influences perceived interactivity; whether seller trust affects satisfaction with the experience; whether relationships are controlled by a moderated mediator of self-image congruity. An online survey was conducted with 203 women aged 20-30 years. They were asked to respond to the survey after watching a beauty category live-streaming commerce broadcast. The results revealed that the para-social interaction had a significant effect on perceived interactivity, seller trust and satisfaction with the experience. The findings also indicated that the perceived interactivity and seller trust mediated the relationship between para-social interaction and satisfaction with the experience. Regarding the mediated moderation effect of self-image congruity, it was statistically significant between para-social interaction and perceived interactivity through seller trust. A higher level of consumer’s self-image congruity influenced the greater effect of para-social interaction on live commerce experience. This study makes important theoretical contributions to the para-social interaction in mobile commerce industry by emphasizing the mediating role of perceived interactivity and seller trust. This is achieved by examining the moderating effects of self-congruity on satisfaction with the experience. The results also verify the seller’s crucial role in live-streaming commerce market which leads to the consumers greater fulfillment.
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