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Factors Boosting Impulse Buying Behavior in Live-streaming Commerce - Roles of Para-social Interactions, Task Complexity and Perceived Amount of Information

라이브 커머스의 충동구매행동에 대한 영향 요인 - 의사사회적 상호작용, 과업 복잡성과 지각된 정보의 양을 중심으로 -

  • Kim, Hyojung (Dept. of Fashion Industry, Ewha Womans University) ;
  • Lee, Yuri (Dept. of Clothing and Textiles, Ewha Womans University) ;
  • Park, Minjung (Dept. of Fashion Industry, Ewha Womans University)
  • 김효정 (이화여자대학교 의류산업학과) ;
  • 이유리 (이화여자대학교 의류학과) ;
  • 박민정 (이화여자대학교 의류산업학과)
  • Received : 2021.01.18
  • Accepted : 2021.02.26
  • Published : 2021.02.28

Abstract

Live-streaming commerce is attracting attention as a noticeable trend in the retail industry. It is a new mobile shopping service platform developed by combining live streaming with e-commerce technologies. This study examined the impact of para-social interactions on consumer impulse buying behavior and investigated the impact through task complexity as well as perceived amount of information. To achieve this goal, 203 women using a mobile commerce participated in an online survey after experiencing beauty live-streaming commerce. The collected data were analyzed using SPSS 25.0, AMOS 23.0, and SPSS PROCESS Macro program. The results of the study revealed that para-social interactions negatively influenced task complexity, positively influenced perceived amounts of information, and positively influenced impulse buying behavior. In addition, impulse buying behavior was negatively influenced by task complexity versus positively that was influenced by perceived amounts of information. The impact of para-social interactions on impulse buying behavior is mediated by task complexity and perceived information. The findings of this study contribute to the theoretical extension of para-social interaction on impulse buying behavior in the context of live-streaming commerce. The implications of the findings suggest practical marketing strategies for digital media commerce retailers.

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