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

• 영문명: A Study on the Effects of Live Commerce Characteristics on Chinese Consumer’s Purchase Intention: Focus on the Mediationg Effect of Shopping Engagement
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 장양자(YangJia Zhang) 이인성(In-Seong Lee)
• 간행물 정보: 『아태비즈니스연구』제16권 제3호, 429~446쪽, 전체 18쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2025.09.30

국문 초록

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.

목차

Ⅰ. 서론

Ⅱ. 선행연구 조사

Ⅲ. 연구 모형 및 가설 설정

Ⅳ. 실증분석결과

Ⅴ. 결론 및 시사점

References

키워드

Digital-Trade e-Commerce Export Glogalization Internation Trade Shopping engagement SOR theory Purchase intention