정교화가능성모델을 적용한 뷰티 라이브커머스 정보 특성이 시청만족도와 지속구매의도에미치는 영향

In this study, beauty live commerce users applied the dual path of the elaboration possibility model to analyze what factors provided by beauty live commerce, an information source, influence and act on consumers. The subjects of the survey were the general public with experience using beauty live commerce, and an online survey was conducted from March 10 to March 17, 2024 through a professional research company. As a result of the final analysis of a total of 425 pieces of data. In the relationship between the central path and peripheral path of beauty live commerce information characteristics on viewing satisfaction, the higher the perception of information accuracy, information completeness, information source reliability, information source reputation, and information source playfulness, the higher the viewing satisfaction. And in the relationship between the central path and peripheral path of beauty live commerce information characteristics on continuous purchase intention, the higher the perception of information accuracy, information completeness, information source reliability, and information source playfulness, the higher the continuous purchase intention. The higher the viewing satisfaction with beauty live commerce, the higher the intention to continue purchasing. Through this study, it was confirmed that despite the difficulty in accurately distinguishing between the central and peripheral paths of information, beauty live commerce viewers are undergoing an effective information processing process through various paths and are responding positively to continuous purchase intentions.