라이브 커머스 특성에 대한 중국 소비자의 심리적 메커니즘과 행동 의도 연구: SOR모델을 중심으로

This study examined the influence of live commerce characteristics on consumers' psychological mechanisms and behavioral intentions by applying a structural equation model (SEM) based on the Stimulus-Organism-Response (SOR) framework. An online survey was conducted over 14 days from April 15 to April 29, 2023, targeting live commerce users residing in first- and second-tier cities in China. A total of 532 valid responses were used for the final analysis out of 610 collected. The study conceptualized the characteristics of live commerce around three key components: host (person), product (object), and platform (place), and analyzed their effects on consumers' emotional arousal and cognitive acceptance. The analysis results showed that the host's attractiveness significantly influenced both emotional arousal and cognitive acceptance, while trustworthiness influenced only cognitive acceptance. Product characteristics (product quality, uniqueness, trendiness) and platform characteristics (interactivity, social presence) had positive effects on both emotional and cognitive responses. Furthermore, emotional arousal and cognitive acceptance had negative effects on impulse buying intention, but positive effects on product purchase intention and continued shopping intention. The results also indicated that for consumers with high impulse buying tendency, emotional arousal had a stronger influence on product purchase intention. This study provides theoretical and practical implications by offering a comprehensive framework that captures the unique characteristics of live commerce, conceptualizes consumers' psychological mechanisms in both emotional and cognitive dimensions, and differentiates behavioral intentions into rational and irrational aspects for a more multidimensional understanding of consumer behavior.