Live Streaming as a Distribution Channel in Fashion Mobile Applications: Exploring Loyalty Models in the Modern Retail Era

• 발행기관: 한국유통과학회
• 저자명: Nugroho HARDIYANTO Wahyu RAFDINAL Yayan FIRMANSYAH
• 간행물 정보: 『유통과학연구(JDS)』제22권 제10호, 43~54쪽, 전체 12쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2024.10.31

국문 초록

Purpose: Market competition in the fashion industry is intensifying, pushing brands to strive for consumer preference and market leadership. Mobile fashion applications have emerged as key distribution channels, with live streaming being a common feature for product distribution and consumer loyalty. Therefore, this study will analyze the loyalty model in live streaming on mobile fashion applications by integrating the quality loyalty model, parasocial relationships, and uses and gratifications (U&G) theory. Research design, data and methodology: Data were collected from a survey of 427 respondents who are customers of a fashion product that had been purchased through live streaming on a mobile fashion application and processed using the PLS-SEM method Results: The results of the study show that the live streamer and product quality significantly influence satisfaction and loyalty. Conversely, AR content and live streaming content do not directly influence loyalty but have an indirect effect through satisfaction Conclusions: this study is the first to model loyalty in mobile fashion applications by integrating the quality loyalty model, parasocial relationship, and U&G theory. Practically, fashion companies are advised to conduct live streaming by considering aspects of content, live streamer, and product quality to enhance satisfaction and loyalty.

목차

1. Introduction

2. Literature Review

3. Research Methods and Materials

4. Results and Discussion

5. Conclusions

References

키워드

Live streaming Fashion mobile applications Quality loyalty model Parasocial relationship Uses and gratification theory