라이브커머스의 특성과 위험지각이 소비자의 만족도에 미치는 영향: 소비자의 물질주의 성향을 중심으로

Recently, it tried to explore consumers’ shopping tendencies and reactions through live-commerce, a new media commerce. The effect of the main characteristics and perceived risks of live-commerce, on consumer satisfaction was examined, and in particular, it tried to verify whether the materialism of consumers plays a moderating role in the relationship between the main characteristics of live commerce and satisfaction toward product. In this study, economic, informativity, and entertainment were examined as the main characteristics of live-commerce, and the effect of perceived risks on consumer satisfaction through live commerce was examined. For a total of 149 people, multiple regression analysis was performed on the relationship between the main characteristics of live-commerce, perceived risk and satisfaction, and hierarchical regression analysis was conducted to verify the moderating role of materialism. As a result, economic and entertainment were statistically significant, but informativity was not significant. Consumers’ perceived risk was significant at a marginal level. However, informativity does not directly affect satisfaction toward product, but among the characteristics of live-commerce, consumers who focus on informativity have a positive effect on product satisfaction through live-commerce as their materialism increases. In addition, as for the risk of shopping through live-commerce, the higher the materialism tendency, the more the perceived risk was alleviated, which had a positive effect on product satisfaction. These results are meaningful in that they attempted an exploratory study to find out that the influence of perceived value and risk on consumer satisfaction through live-commerce focusing on the role of materialism. It is expected to set out as a guideline for future research on live- commerce, and it can provide practical implications for developing marketing strategies to those in charge of the field.