한국컴퓨터정보학회:학술대회논문집 (Proceedings of the Korean Society of Computer Information Conference)
- 한국컴퓨터정보학회 2022년도 제66차 하계학술대회논문집 30권2호
- /
- Pages.697-699
- /
- 2022
전자상거래 생방송 특성이 소비자의 충동구매 의사에 미치는 영향에 관한 연구
A Study on the Influence of E-Commerce Live Characteristics on Consumers' Impulsive Purchase Intention
- QIU, Ying (Department of Global Business, Kyunggi University) ;
- Liu, Zi-Yang (Department of Global Business, Kyunggi University)
- 발행 : 2022.07.13
초록
Based on the integrated analysis of the existing literature, this study combined with S-O-R model to explore the impact of e-commerce live broadcast characteristics on consumers' impulse purchase intention. Among them, interactive, entertaining, economical and visual features are selected as the features of e-commerce live broadcast; Select pleasure and arousal to measure consumer sentiment, and build a theoretical model among e-commerce live broadcast features, consumer sentiment and consumers' impulsive purchase intention to specifically explore the impact of each feature on emotion and the further impact of emotion on impulsive purchase intention.