라이브 커머스에서 인플루언서의 특성이 중국 소비자 충동구매에 미치는 영향: 화장품 속성의 조절효과를 중심으로

This study aims to explore the influence of influencer characteristics and cosmetics attributes on impulse purchases of Chinese consumers in live commerce through a survey based on the stimulus-body-response (SOR) theoretical model with live commerce as a sample. The survey period was from May 23, 2023 to June 4, 2023, and a survey was conducted targeting Chinese consumers. A total of 370 copies of the questionnaire were distributed, and 359 copies were used as final analysis data, excluding 11 copies without experience of watching live broadcasts. The collected data were subjected to frequency analysis, factor analysis, reliability analysis, multiple regression analysis, and adjustment regression analysis using the SPSS 22.0 program. As a result of the analysis, the effect of influencer characteristics on impulse purchase in live commerce was investigated, and the effect of beauty influencer characteristics (professionalism, attractiveness, intimacy, reliability, interactivity) on impulse purchase of cosmetics were found to be different. In addition, it was found that this influence varied depending on the intrinsic properties (ingredients, functionality, quality) and extrinsic properties (price, brand, package design) of the household goods. Through this, basic data that can function more effectively in the establishment of marketing strategies using beauty influencers were presented, and the direction of follow-up research was presented through the limitations of this study.