사회적 실재감 관점에서 중국 라이브커머스 시청자의 지각된 가치가 구매의도에 미치는 영향: S-O-R 모델을 중심으로

Based on the S-O-R model from the perspective of social presence, this study aims to provide a reference of theory and empirical evidence to live commerce companies by exploring and empirically verifying factors affecting the purchase intentions of Chinese live commerce viewers. Specifically, this study aims to investigate the relationship between the stimulus factors (social presence) and purchase intention of live commerce viewers through psychological responses (consumer perceived value). In order to confirm this, the concept and importance of social presence and consumer perceived value were identified, and liter- atures related to the S-O-R model and purchase intention was established. In order to achieve the research purposes, this study conducted a demographic analysis by using SPSS 24 based on empirical analysis data which is a total of 352 effective samples. SmartPLS 3 was used for confirmatory factor analysis, reliability and validity analysis, path analysis, and structural equation model analysis. The research results are as follows. First, cognitive social presence was found to have a significant effect on the perceived functional values and perceived emotional values. Second, it was found that emotional social presence had a significant effect on the perceived functional values and emotional values. Third, the perceived emotional values and functional values were found to have a significant effect on purchase intentions. The results from this empiri- cal analysis help live commerce companies establish effective strategies. Also, it will give theoretical and practical implications to the rapidly developing Korean live commerce industry.