라이브 스트리밍 커머스 방송의 정보적 특성과 시청 및 구매의도 간 관계 연구: 중국 시장의 사례

Abstract

Despite the importance and various potentials for the development of the live streaming commerce, previous studies mostly focused only on the characteristics of the platforms, influencers, and customers. This study focuses on the informational characteristics of broadcasting as factors affecting customers’ viewing and purchase intentions in the Chinese market. Five factors were identified for independent variables, including informativity, interactivity, professionality, experimentalism, and trend, and the viewing and purchase intentions were adopted as dependent factors. Two variables of trust and utilitarian values were tested as mediating variables. A total of 246 responses were collected through an online questionnaire survey in the Chinese market, and analyzed by SPSS version 21, using statistical analysis methodologies. The analysis results say that most informational factors had a significant effect on the viewing and purchase intentions in the live streaming commerce. Also, trust and utilitarian values play a mediating role in informational factors’ effects and relationships with dependent factors.