라이브 커머스 특성이 중국 소비자의 구매의도에 미치는 영향에 관한 연구: 쇼핑 몰입의 매개 효과를 중심으로

Purpose – This study investigates how influencer affinity, brand reputation, and product reliability influence Chinese consumers’ purchase intentions in the context of live-stream e-commerce, using the Stimulus-Organism-Response (S-O-R) framework. Design/Methodology/Approach –The study adopts a quantitative approach with stepwise regression analysis to examine the relationships among external stimuli (influencer affinity, brand reputation, product reliability), the psychological mechanism (shopping engagement), and the behavioral response (purchase intention). Findings –The results indicate that influencer affinity and brand reputation significantly enhance shopping engagement, which in turn mediates their effect on purchase intention. Product reliability has a direct influence on purchase decisions, reflecting consumers’ rational evaluation processes. The findings highlight that both emotional and rational factors shape consumer behavior in live-stream commerce. Research Implications – This study confirms the applicability of the S-O-R model in live commerce and provides practical suggestions for digital marketing strategies, such as enhancing influencer selection, building brand trust, and improving immersive shopping experiences. Limitations related to sample scope and research design are acknowledged, with recommendations for future research to explore emerging trends in digital consumer behavior.