중국 패션 라이브커머스 특성이 지각된 가치와 신뢰 및 소비자 구매의도에 미치는 영향

• 영문명: The Influence of Chinese Fashion Live Commerce Characteristics on Perceived Value, Consumers’ Trust and Purchase Intention
• 발행기관: 한국무역연구원
• 저자명: 이흔동(Xin-Tong Li)
• 간행물 정보: 『무역연구』제21권 제3호, 371~388쪽, 전체 18쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2025.06.30

국문 초록

Purpose - This study aims to examine how three core characteristics of Chinese fashion live commerce (economy, interactivity, and entertainment) influence consumer perceived value, trust, and purchase intention. The study seeks to clarify the differentiated impacts of each attribute and deepen the understanding of consumer decision-making in the live commerce context. Design/Methodology/Approach - A theoretical model was developed based on previous literature, and data were collected from Chinese consumers with fashion live commerce experience. Structural equation modeling (SEM) was used to empirically test the hypothesized relationships. Findings - The results show that economy and interactivity significantly affect perceived value, trust, and purchase intention. Entertainment has a significant positive influence on perceived value and trust, but its effect on purchase intention is not statistically significant. Both perceived value and trust positively influence consumers’ purchase intention. Research Implications - In the context of live commerce, consumer purchasing behavior is influenced not only by the content itself but also by deeper factors such as emotional experience, value alignment, and interactive participation. Consumers are more likely to trust platforms and brands that offer real-time feedback, authentic communication, and emotional resonance. This study identifies key factors that affect perceived value, trust, and purchase intention, providing both theoretical foundations and practical guidance for developing differentiated content strategies and trust-building mechanisms in fashion live commerce. By incorporating the psychological traits and cultural preferences of Chinese consumers, platforms can better integrate pricing, interactivity, and entertainment elements to effectively enhance purchase intention and foster brand loyalty.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 설계

Ⅳ. 실증분석 결과

Ⅴ. 결론

References

키워드

Fashion Live Commerce Perceived Value Trust Purchase Intention