라이브 전자상거래 환경에서 사회적 현장감이 군중 소비행위에 미치는 영향에 관한 연구

This study, taking into account the characteristics of live e-commerce, constructs a research model for the influence of social presence on conformity consumption behavior in the context of live e-commerce. Emotional arousal is considered as a mediating variable, and product category (search goods vs. experience goods) is treated as a moderating variable. A survey was conducted among consumers who have experience with live e-commerce purchases, and the research hypotheses were tested using SPSS 26.0. The study found the following results: First, In the context of live e-commerce, the dimensions of social presence, including co-presence, interaction, and emotional presence, have a positive impact on conformity consumption behavior. Second, Emotional arousal plays a mediating role between social presence and conformity consumption behavior, as social presence enhances consumers' levels of emotional arousal, subsequently stimulating conformity consumption behavior. Third, Product category moderates the relationship between social presence and conformity consumption behavior, with social presence having a significantly positive impact on conformity consumption behavior when consumers purchase experience goods compared to search goods. Fourth, Product category also moderates the relationship between social presence and emotional arousal, with social presence having a significantly positive impact on emotional arousal levels when consumers purchase experience goods compared to search goods. Keywords: Live e-commerce, social presence, emotional arousal, consumption behavior.