라이브커머스에서 프로세스 투명성과 고객 참여가 신뢰 형성에 미치는 영향

Live commerce, through the fusion of e-commerce and real-time media, goes beyond simply providing product information by transparently offering information about the physical processes of products, such as raw material procurement, manufacturing, packaging, and delivery, thereby building trust. In this context, consumers do not remain mere providers of feedback but actively participate in product planning, contributing to value creation. This study analyzed the effects of product information and process transparency on trust, as well as the multilayered interactions between sellers and customers, customers and customers, and customer participation on trust, targeting live commerce users. Survey data were collected and analyzed using a hierarchical component model, revealing that customer participation has the greatest impact on trust formation, followed by customer-to-customer interaction and seller-to-customer interaction. Additionally, it was confirmed that process transparency has a greater influence on trust formation than product information. This study is significant in that it empirically identified the trust formation mechanisms of process transparency and customer participation—areas relatively overlooked in existing e-commerce literature—within the context of live commerce.