한국 라이브커머스의 스트리밍 조회수 결정요인과 판매성과에 관한 연구

Abstract

Early studies on live commerce primarily examined the impact of host characteristics on performance metrics. Consequently, these studies highlighted content differentiation factors, which may include employing more attractive or specialized hosts, albeit at higher costs. Moreover, researchers are focusing on consumer purchase intentions, yet there remains a notable lack of empirical analysis regarding actual sales performance. In Korea, approximately 80% of merchants engaging in live commerce are small businesses with limited resources and capabilities. Live commerce provides these SMEs an opportunity to explore diverse sales channels. This study aims to enhance the sustainability of live commerce in Korea by adopting the sellers' perspective. It identifies airtime and product assortment size as exogenous variables, easily measurable during streaming, which significantly influence the sales performance of live commerce. Additionally, hit views act as a mediator between sales performance and these independent variables. In this research focused exclusively on the women’s clothing sector, the findings indicate that airtime, product assortment, and hit views all significantly impact sales performance. Furthermore, we confirmed that the broadcast date has a moderating effect on sales performance, with distinctive impacts observed between weekdays and weekends.