라이브커머스 및 캐스터의 특성이 라이브커머스 고객의 구매의도에 미치는 영향: 심리적 요인의 매개역할

The purpose of this study is to understand the factors influencing consumers' purchase intentions in the live commerce of Korea and China. Live-commerce is rapidly growing both domestically and internationally and holds significant commercial potential. Therefore, conducting in-depth research on this topic is of great importance. Live-commerce has restructured the relationships between 'people, products, and places' by combining the characteristics of social media with traditional e-commerce through the technology of live broadcasting. In this study, the features of live-commerce were set as independent variables, including informational, entertainment, and economic factors, as well as caster factors such as interactivity, professionalism, and trustworthiness. Functional value perception and emotional value perception were examined as psychological mediators between these independent variables and purchase intentions. To test the research hypotheses, a survey was conducted among users of live-commerce, and statistical analysis was performed on a final sample of 310 respondents (152 from Korea and 158 from China). The research results indicate that perceived functional value and perceived emotional value had different effects on consumers in China and Korea. In the case of China, perceived functional and emotional values showed mediating effects between economic feasibility and purchase intention, as well as between interactivity and purchase intention. Furthermore, the additional demographic analysis using T-tests for age and gender of consumers did not show any significant impact on perceived functional value and perceived emotional value.