한국 라이브커머스 인플루언서의 상호작용성이 중국 MZ세대 소비자의 구매의도에 미치는 영향: 인지적 신뢰와 정서적 애착의 매개 및 문화적 거리의 조절 효과

This study, grounded in the S-O-R model, empirically analyzes how Korean influencers' interactivity in live commerce affects Chinese MZ-generation consumers' cognitive trust, emotional affection, and purchase intention. We specifically examine the mediating roles of cognitive trust and emotional affection and the moderating effect of cultural distance between Korean influencers and Chinese consumers. Using SPSS 29 to analyze 239 valid samples, the results show that influencer interactivity positively influences cognitive trust and emotional affection, and all three variables—interactivity, cognitive trust, and emotional affection—positively affect purchase intention. A mediation analysis confirmed that both cognitive trust and emotional affection significantly mediate the relationship between interactivity and purchase intention. While the moderating effect of cultural distance was not statistically significant, the indirect effects through cognitive trust and emotional affection remained significant across all cultural distance levels. This research offers practical guidance for brands and platforms targeting Chinese MZ-generation consumers and contributes a new theoretical perspective to global consumer behavior research.