Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
권호 표지
DOI QR코드

DOI QR Code

Perceived Service Quality through Cognitive Communion of Social Live Streaming Service (SLSS) of Fashion Product and Moderating Effect of Purchasing Experience

패션 제품 소셜 라이브 스트리밍 서비스(SLSS)의 인지적 공유를 통한 서비스품질 지각과 구매경험의 조절효과

  • Song, Yea Jin (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University) ;
  • Lee, Yuri (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University/The Research Institute of Human Ecology, Seoul National University)
  • 송예진 (서울대학교 의류학과) ;
  • 이유리 (서울대학교 의류학과/서울대학교 생활과학연구소)
  • Received : 2019.12.27
  • Accepted : 2020.04.23
  • Published : 2020.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

Consumers' shopping experience has recently expanded to mobile and social networks; in addition, online fashion retailers started to focus on real-time interaction services as an emerging marketing tool. This study explores the consumer' shopping experience based on social live streaming services (SLSS) to investigate consumer's response behavior and effects through perceived service quality. An online survey method was conducted and a total of 186 female consumer panels were collected. The results indicate that cognitive communion of co-experience had a significant effect on perceived SLSS service quality (responsiveness, contents informativeness, playfulness, system availability). Service quality of SLSS (responsiveness, contents informativeness, and playfulness) had significant effect on trust in SLSS seller while system availability had no significant effect. Also, trust in seller showed significant effect on purchase intention. Last, it was confirmed that the moderating effect of purchasing experience of SLSS was significant in the relationship between cognitive communion and responsiveness/playfulness. There was also an additional significant moderating effect of purchasing experience between system availability and trust in seller.

Keywords

References

  1. Ahn, H. J. (2019, April 30). 쇼핑몰 CEO 된 인플루언서 3인 "꾸준한 소통이 답" [Three influencers who became shopping mall CEO "The answer is good communication"]. ZDNet Korea. Retrieved from https://www.zdnet.co.kr/view/?no=20190430171907&re=R_20190516092450
  2. Akter, S., D'Ambra, J., & Ray, P. (2010). Service quality of mHealth platforms: development and validation of a hierarchical model using PLS. Electronic Markets, 20(3-4), 209-227. doi:10.1007/s12525-010-0043-x
  3. Aladwani, A. M., & Palvia, P. C. (2002). Developing and validating an instrument for measuring user-perceived web quality. Information & Management, 39(6), 467-476. doi:10.1016/S0378-7206(01)00113-6
  4. An, D., & Kim, S. (2012). Attitudes toward SNS advertising: A comparison of Blog, Twitter, Facebook, and YouTube. The Korean Journal of Advertising, 23(3), 53-84.
  5. Bagozzi, R. P. (1981). Attitudes, intentions, and behavior: A test of some key hypotheses. Journal of Personality and Social Psychology, 41(4), 607-627. doi:10.1037/0022-3514.41.4.607
  6. Balasubraman, S., Peterson, R. A., & Jarvenpaa, S. L. (2002). Exploring the implications of m-commerce for markets and marketing. Journal of the Academy of Marketing Science, 30(4), 348-361. doi:10.1177/009207002236910
  7. Barnes, S. J., & Vidgen, R. (2001). An evaluation of cyber-bookshops:The WebQual method. International Journal of Electronic Commerce, 6(1), 11-30. doi:10.1080/10864415.2001.11044225
  8. Battarbee, K. (2004). Co-experience: Understanding user experiences in social interaction. Helsinki: Publication Series of the University of Art and Design Helsinki.
  9. Battarbee, K., & Koskinen, I. (2005). Co-experience: user experience as interaction. CoDesign: International Journal of CoCreation in Design and the Arts, 1(1), 5-18. doi:10.1080/15710880412331289917
  10. Bearden, W. O., & Teel, J. E. (1983). Selected determinants of consumer satisfaction and complain reports. Journal of Marketing Research, 20(1), 21-28. doi:10.1177/002224378302000103
  11. Brewer, M. B. (1991). The social self: On being the same and different at the same time. Personality and Social Psychology Bulletin, 17(5), 475-482. doi:10.1177/0146167291175001
  12. Brundl, S., Matt, C., & Hess, T. (2017). Consumer use of social live streaming services: The influence of co-experience and effectance on enjoyment. Proceedings of the 25th European Conference on Information Systems (ECIS), Portugal, 1775-1791.
  13. Byeon, H.-S. (2008). The effects of internet user's trust, impulsiveness and commitment on the outcomes of visiting web stores. Korea Journal of Business Administration, 21(4), 1523-1542.
  14. Cha, O. R. (2018, March 15). 인터넷 이용자 94% '모바일로 동 영상 본다' [94% of Internet users 'watch video through mobile']. News1 Korea. Retrieved from https://news1.kr/articles/?3261712
  15. Chang, H. H., & Chen, S. W. (2008). The impact of customer interface quality, satisfaction and switching costs on e-loyalty:Internet experience as a moderator. Computers in Human Behavior, 24(6), 2927-2944. doi:10.1016/j.chb.2008.04.014
  16. Chiu, C.-M., Lin, H.-Y., Sun, S.-Y., & Hsu, M.-H. (2009). Understanding customers' loyalty intentions towards online shopping:an integration of technology acceptance model and fairness theory. Behaviour & Information Technology, 28(4), 347-360. doi:10.1080/01449290801892492
  17. Cho, J. H., & Ha, G. R. (2015). An empirical study on the effects of M-safer service quality on customer satisfaction, trust and customer retention. Entrue Journal of Information Technology, 142), 113-130.
  18. Compeau, D., Higgins, C. A., & Huff, S. (1999). Social cognitive theory and individual reactions to computing technology: A longitudinal study. MIS Quarterly, 23(2), 145-158. doi:10.2307/249749
  19. Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61(2), 35-51. doi:10.1177/002224299706100203
  20. Doney, P. M., Cannon, J. P., & Mullen, M. R. (1998). Understanding the influence of national culture on the development of trust. The Academy of Management Review, 23(3), 601-620. doi:10.2307/259297
  21. Dorsch, M. J., Grove, S. J., & Darden, W. R. (2000). Consumer intentions to use a service category. Journal of Services Marketing, 14(2), 92-117. doi:10.1108/08876040010309220
  22. Dourish, P. (2004). What we talk about when we talk about context. Personal and Ubiquitous Computing, 8(1), 19-30. doi:10.1007/s00779-003-0253-8
  23. Eighmey, J. (1997). Profiling user responses to commercial websites. Journal of Advertising Research, 37(3), 59-66.
  24. Fishbein, M., & Ajzen, I. (1973). Attribution of responsibility:A theoretical note. Journal of Experimental Social Psychology, 9(2), 148-153. doi:10.1016/0022-1031(73)90006-1
  25. Forlizzi, J., & Battarbee, K. (2004). Understanding experience in interactive systems. Proceedings of the 5th conference on Designing interactive systems: processes, practices, methods, and techniques, USA, 261-268. doi:10.1145/1013115.1013152
  26. Gefen, D. (2000). E-commerce: the role of familiarity and trust. Omega, 28(6), 725-737. doi:10.1016/S0305-0483(00)00021-9
  27. Haimson, O. L., & Tang, J. C. (2017). What makes live events engaging on Facebook Live, Periscope, and Snapchat. Proceedings of the 2017 CHI Conference on Human Factors in Computing Systems, USA, 48-60. doi:10.1145/3025453.3025642
  28. Hajli, N. (2015). Social commerce constructs and consumer's intention to buy. International Journal of Information Management, 35(2), 183-191. doi:10.1016/j.ijinfomgt.2014.12.005
  29. Hamilton, W. A., Garretson, O., & Kerne, A. (2014). Streaming on twitch: fostering participatory communities of play within live mixed media. Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, Canada, 1325-1324. doi:10.1145/2556288.2557048
  30. Hu, M., Zhang, M., & Wang, Y. (2017). Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification framework. Computers in Human Behavior, 75, 594-606. doi:10.1016/j.chb.2017.06.006
  31. Huang, E. Y., Lin, S.-W., & Fan, Y.-C. (2015). M-S-QUAL: Mobile service quality measurement. Electronic Commerce Research and Applications, 14(2), 126-142. doi:10.1016/j.elerap.2015.01.003
  32. Jarvenpaa, S. L., Tractinsky, N., & Vitale, M. (2000). Consumer trust in an Internet store. Information Technology and Management, 1(1-2), 45-71. doi:10.1023/A:1019104520776
  33. Jarvenpaa, S. L., & Todd, P. A. (1996). Consumer reactions to electronic shopping on the World Wide Web. International Journal of Electronic Commerce, 1(2), 59-88. doi:10.1080/10864415.1996.11518283
  34. Joh, Y.-H. (2007). The effect of the customer trust with cause the informations of the commodity and seller on the purchasing intention in internet open market. The e-Business Studies, 8(4), 189-210. doi:10.15719/geba.8.4.200712.189
  35. Kim, J. Y., & Rhee, E. Y. (2004). The influence of service quality, product quality, price on store patronage for apparel stores. Journal of the Korean Society of Clothing and Textiles, 28(1), 12-21.
  36. Kim, S., & Park, H. (2013). Effects of various characteristics of social commerce (s-commerce) on consumers' trust and trust performance. International Journal of Information Management, 33(2), 318-332. doi:10.1016/j.ijinfomgt.2012.11.006
  37. Kuo, Y.-F., Wu, C.-M., & Deng, W.-J. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in Human Behavior, 25(4), 887-896. doi:10.1016/j.chb.2009.03.003
  38. Lee, I. K., Kim, J. B., & Lee, M. K. (2000). A causal model of perceived service quality, consumer attitude, and intention to repatronize. Asia Marketing Journal, 2(3), 44-63.
  39. Lee, J.-S., & Lee, Y.-K. (2012). A study on the effects of social network service characteristics on customers' loyalty. Korea Research Academy of Distribution and Management Review, 15(3), 49-65. doi:10.17961/jdmr.15.3.201206.49
  40. Lee, M. (2002). e-SERVQUAL: A scale for measuring consumer evaluations of Internet service quality. Korea Marketing Review, 17(1), 73-95.
  41. Li, D., Zhang, G., Xu, Z., Lan, Y., Shi, Y., Liang, Z., & Chen, H. (2018). Modelling the roles of cewebrity trust and platform trust in consumers' propensity of live-streaming: An extended TAM method. Computers, Materials & Continua, 55(1), 137-150. doi:10.3970/cmc.2018.055.137
  42. Lim, S., Cha, S. Y., Park, C., Lee, I., & Kim, J. (2012). Getting closer and experiencing together: Antecedents and consequences of psychological distance in social media-enhanced real-time streaming video. Computers in Human Behavior, 284), 1365-1378. doi:10.1016/j.chb.2012.02.022
  43. Lim, S., Park, C., Cha, S. Y., Moon, J., Lee, I., & Kim, J. (2009). Co-experience: Enhancing interactive experience of users on social media through tangible interaction. Proceedings of HCI2009 Conference, Korea, 868-875.
  44. McKinney, V., Yoon, K., & Zahedi, F. M. (2002). The measurement of web-customer satisfaction: An expectation and disconfirmation approach. Information Systems Research, 13(3), 227-359. doi:10.1287/isre.13.3.296.76
  45. Min, J. H. (2018, July 15). '年 매출 300억 브랜드' 인스타 쇼핑 뜬다 [ '30 billion annual sales brand', Instagram shopping]. Hankyung. Retrieved from https://www.hankyung.com/economy/article/2018071530401
  46. Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of Marketing, 57(1), 81-101. doi:10.1177/002224299305700106
  47. Mu, H.-M., & Moon, T.-S. (2015). Chinese customers' online shopping purchase intention when faced with large-scale promotion:The utilitarian and hedonic motivation perspective. Proceedings of Korea Internet e-Commerce Association/Korea Association Of Information Systems/ Korea Intelligent Information System Society, Spring Joint Conference, Korea, Session B - 201-212.
  48. Mun, Y.-J., & Lee, J.-H. (2007). A study on the effect of playfulness of UCC on the trust, familiarity, interactivity, revisit intentions in online shopping mall : Mediating flow. The e-Business Studies, 8(2), 131-159. doi:10.15719/geba.8.2.200706.131
  49. Oh, M. H., & Kim, I. (2014). The effect of consumer attitude toward fashion products on SNS's characteristics to purchase intention and on-line word of mouth. Journal of the Korean Society of Fashion Design, 14(1), 101-120.
  50. Oliver, R. L (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. doi:10.1177/002224378001700405
  51. Pappas, I. O., Pateli, A. G., Giannakos, M. N., & Chrissikopoulos, V. (2014). Moderating effects of online shopping experience on customer satisfaction and repurchase intentions. International Journal of Retail & Distribution Management, 42(3), 187-204. doi:10.1108/IJRDM-03-2012-0034
  52. Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 67(4), 420-450.
  53. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL:A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
  54. Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-SQUAL:A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-233. doi:10.1177/1094670504271156
  55. Park, S. C., Lee, W. J., & Kim, J. U. (2004). Effects of website quality on transaction intentions in internet shopping : An empirical analysis of mediating effects of trust and satisfaction. Korean Management Science Review, 21(2), 123-143.
  56. Pavlou, P. A., & Gefen, D. (2004). Building effective online marketplaces with institution-based trust. Information Systems Research, 15(1), 37-59. doi:10.1287/isre.1040.0015
  57. Rao. C. P. (Ed.). (2006). Marketing and multicultural diversity. Aldershot and Burlington: Ashgate.
  58. Resnick, L. B., Levine, J. M., & Teasley, S. D. (Eds.). (1991). Perspectives on socially shared cognition. Washington, D.C.:American Psychological Association.
  59. Rose, S., Clark, M., Samouel, P., & Hair, N. (2012). Online customer experience in e-retailing: An empirical model of antecedents and outcomes. Journal of Retailing, 88(2), 308-322. doi:10.1016/j.jretai.2012.03.001
  60. Shen, J., & Eder, L. B. (2011). An examination of factors associated with user acceptance of social shopping websites. International Journal of Technology and Human Interaction, 7(1), 19-36. doi:10.4018/jthi.2011010102
  61. Shim, S., Eastlick, M. A., Lotz, S. L., & Warrington, P. (2001). An online prepurchase intentions model: The role of intention to search: Best Overall Paper Award-The Sixth Triennial AMS/ACRA Retailing Conference, 2000. Journal of Retailing, 77(3), 397-416. doi:10.1016/S0022-4359(01)00051-3
  62. Shin, D.-H. (2013). User experience in social commerce: in friends we trust. Behaviour & Information Technology, 32(1), 52-67. doi:10.1080/0144929X.2012.692167
  63. Soo, Z. (2018, Feburary 19). Attention all shopaholics: Now you can shop online and watch live streaming at the same time. South China Morning Post. Retrived from https://www.scmp.com/tech/social-gadgets/article/2133152/attention-all-shopaholics-now-you-can-shop-online-and-watch-live
  64. Suh, W.-J., Won, W.-Y., & Hong, J.-W. (2010). An empirical study on the effects of SNS website quality factors on the user satisfaction, intention of continuous use, and intention of words-of-mouth. The Journal of Industrial Innovation, 26(1), 99-132. doi:10.22793/indinn.2010.26.1.005
  65. Tang, J. C., Venolia, G., & Inkpen, K. M. (2016). Meerkat and periscope: I stream, you stream, apps stream for live streams. Proceedings of the 2016 CHI Conference on Human Factors in Computing Systems, USA, 4770-4780. doi:10.1145/2858036.2858374
  66. Tung, L., Tan, P., Chia, P., Koh, Y., & Yeo, H.-L. (2001). An empirical investigation of virtual communities and trust. Proceedings of 2001 - Twenty-Second International Conference on Information Systems, USA, 307-320.
  67. Venkatesh, V., & Morris, M. G. (2000). Why don't men ever stop to ask for directions? Gender, social influence, and their role in technology acceptance and usage behavior. MIS Quarterly, 24(1), 115-139. doi:10.2307/3250981
  68. Wang, B., Zhang, X., Wang, G., Zheng, H., & Zhao, B. Y. (2016). Anatomy of a personalized livestreaming system. Proceedings of the 2016 Internet Measurement Conference, USA, 485-498. doi:10.1145/2987443.2987453
  69. Wang, Y.-S., & Liao, Y.-W. (2007). The conceptualization and measurement of m-commerce user satisfaction. Computers in Human Behavior, 23(1), 381-398. doi:10.1016/j.chb.2004.10.017
  70. Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543-556. doi:10.1016/j.jbusres.2018.08.032
  71. Zhang, M., Qin, F., Wang, G. A., & Luo, C. (2020). The impact of live video streaming on online purchase intention. The Service Industries Journal, 40(9-10), 656-681. doi:10.1080/02642069.2019.1576642