Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
권호 표지
DOI QR코드

DOI QR Code

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
Download PDF
⟨ Previous Next ⟩

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.

Keywords

References

  1. Al-Debei, M. M., & Al-Lozi, E. (2014). Explaining and predicting the adoption intention of mobile data services - A value-based approach. Computers in Human Behavior, 35, 326-338. doi:10.1016/j.chb.2014.03.011
  2. Alhakami, A. S., & Slovic, P. (1994). A psychological study of the inverse relationship between perceived risk and perceived benefit. Risk Analysis, 14(6), 1085-1096. doi:10.1111/j.1539-6924.1994.tb00080.x
  3. Bakos, J. Y. (1991). A strategic analysis of electronic marketplaces. MIS Quarterly, 295-310. doi:10.2307/249641
  4. Ballantine, P. W., & Martin, B. A. (2005). Forming parasocial relationships in online communities. NA - Advances in Consumer Research, 32, 197-201.
  5. Barua, A., Ravindran, S., & Whinston, A. B. (1997). Efficient selection of suppliers over the internet. Journal of Management Information Systems, 13(4), 117-137. doi:10.1080/07421222.1997.11518145
  6. Berry, L. L. (1995). Relationship marketing of services-growing interest, emerging perspectives. Journal of the Academy of marketing science, 23(4), 236-245. doi:10.1177/009207039502300402
  7. Bonner, S. E. (1999). Judgment and decision-making research in accounting. Accounting Horizons, 13(4), 385-398. doi:10.2308/acch.1999.13.4.385
  8. Brown, W. J. (2015). Examining four processes of audience involvement with media personae - Transportation, parasocial interaction, identification, and worship. Communication Theory, 25(3), 259-283. doi:10.1080/08824096.2015.1117440
  9. Burke, R. R. (2002). Technology and the customer interface - What consumers want in the physical and virtual store. Journal of the Academy of Marketing Science, 30(4), 411-432. doi:10.1177/009207002236914
  10. Cha, M. & Yi, C.Y. (2015). Content analysis of para-social interaction relationship, blog user's evaluation and intention of utilizing the ad post on the power blogs. Society of Korea Design Trend, 46, 299-308.
  11. Campbell, M. C., & Kirmani, A. (2000). Consumers' use of persuasion knowledge - The effects of accessibility and cognitive capacity on perceptions of an influence agent. Journal of Consumer Research, 27(1), 69-83. doi:10.1086/314309
  12. Childers, C. C., Lemon, L. L., & Hoy, M. G. (2019). # Sponsored# Ad - Agency perspective on influencer marketing campaigns. Journal of Current Issues & Research in Advertising, 40(3), 258-274. doi:10.1080/10641734.2018.1521113
  13. Cho, E., & Son, J. (2019). The effect of social connectedness on consumer adoption of social commerce in apparel shopping. Fashion and Textiles, 6(1), 1-17. doi.10.1186/s40691-019-0171-7
  14. Choi, M., & Kim, K.H., & Kim, D., & Joo, J. (2009). Exploring how parasocial interaction with radio program moderator effect to the attitude for the products of program sponsorship - Moderating effect of program attention and attitude of radio commercials. Korea Advertising Society, 20(4), 157-169.
  15. Choi, Y. H., & Kim, B. C. (2006). An exploratory study on parasocial interaction with TV commercial characters. The Korean Journal of Advertising and Public Relations, 8(4), 7-28.
  16. Chung, H. K., & Lee, S. M. (2018). Web-based v-commerce development using persona model-for vietnamese consumer. Journal of Digital Contents Society, 19(6), 1169-1176. doi:10.9728/dcs.2018.19.6.1169
  17. Daft, R. L., & Lengel, R. H. (1986). Organizational information requirements, media richness and structural design. Management science, 32(5), 554-571. doi:10.1287/mnsc.32.5.554
  18. DiClemente, D., & Hantula, D. A. (2000). John Broadus Watson - I. O psychologist. The Industrial Psychologist, 37(4), 47-55.
  19. Dowling, G. R. (1986). Perceived risk - The concept and its measurement. Psychology & Marketing, 3(3), 193-210. doi:10.1002/mar.4220030307
  20. Donthu, N., & Garcia, A. (1999). The internet shopper. Journal of Advertising Research, 39(3), 52-52.
  21. Edwards, E. A. (1993). Development of a new scale for measuring compulsive buying behavior. Financial Counseling and Planning, 4(1), 67-84.
  22. Forsythe, S., Liu, C., Shannon, D., & Gardner, L. C. (2006). Development of a scale to measure the perceived benefits and risks of online shopping. Journal of Interactive Marketing, 20(2), 55-75. doi:10.1002/dir.20061
  23. Friedlander, M. B. (2017). Streamer motives and user-generated content on social live-streaming services. Journal of Information Science Theory and Practice, 5(1), 65.84. doi.10.1633/JISTaP.2017.5.1.5
  24. Gao, Y., & Wu, X. (2010). A cognitive model of trust in e-commerce - Evidence from a field study in China. Journal of Applied Business Research, 26(1), 37-44. doi:10.19030/jabr.v26i1.275
  25. Glazer, R. (1991). Marketing in an information-intensive environment - Strategic implications of knowledge as an asset, Journal of Marketing, 55(4), 1-19. doi:10.2307/1251953
  26. Grant, A. E., Guthrie, K. K., & Ball-Rokeach, S. J. (1991). Television shopping - A media system dependency perspective. Communication Research, 18(6), 773-798. doi:10.1177/009365091018006004
  27. Haimson, O. L., & Tang, J. C. (2017). What makes live events engaging on Facebook live, periscope, and snapchat. In Proceedings of the 2017 CHI conference on human factors in computing systems (pp. 48-60). doi:10.1145/3025453.3025642
  28. Hallanan, L. (2020, February 12). How to adapt your China marketing efforts during the Coronavirus crisis. Forbes. Retrieved June 1, 2020, from https://www.forbes.com/sites/laurenhallanan/2020/ 02/12/how-to-adapt-your-china-marketing-efforts-during-thecoronavirus-crisis/#69e3289f6582
  29. Hallanan, L. (2019, December 10). What brands should know about little red book's new live-streaming feature. JingDaily. Retrieved September 13, 2020, from https://jingdaily.com/xiaohongshuannounces-e-commerce-live-streaming/
  30. Hall, C. (2020, March 5). The battle to become China's glossier. The Business of Fashion. Retrieved July 10, 2020, from https://www.businessoffashion.com/articles/professional/the-battle-tobecome-chinas-glossier-perfect-diary-hedone-beauty
  31. Hamilton, W. A., Garretson, O., & Kerne, A. (2014, April). Streaming on twitch - Fostering participatory communities of play within live mixed media. In Proceedings of the SIGCHI conference on human factors in computing systems, pp.1315-1324. doi:10.1145/2556288.2557048
  32. Hausman, A. (2000). A multi-method investigation of consumer motivations in impulse buying behavior. Journal of consumer marketing, 17(5), 403-426. doi:10.1108/07363760010341045
  33. Hayes, A. F. (2017). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford Publications, NY: New York
  34. Hayes, A. F., & Preacher, K. J. (2014). Statistical mediation analysis with a multicategorical independent variable. British Journal of Mathematical and Statistical Psychology, 67(3), 451-470. doi:10.1111/bmsp.12028
  35. Horton, D., & Wohl, R. (1956). Mass communication and para-social interaction - Observations on intimacy at a distance. Psychiatry, 19(3), 215-229. doi:10.1080/00332747.1956.11023049
  36. Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public opinion quarterly, 15(4), 635-650. doi:10.1086/266350
  37. Huang, Z., & Benyoucef, M. (2013). From e-commerce to social commerce - A close look at design features. Electronic Commerce Research and Applications, 12(4), 246-259. doi:10.1016/j.elerap.2012.12.003
  38. Huh, I. H. (2019, May 17). 한중일 미디어 커머스의 현재와 미래를 묻다 [Ask the present and future of media commerce in Korea, China and Japan]. Inews24. Retrieved November 15, 2020, from http://www.inews24.com/view/1179702
  39. Hulten, P., & Vanyushyn, V. (2014). Promotion and shoppers' impulse purchases - The example of clothes. Journal of Consumer Marketing, 31(2), 94-102. doi:10.1108/JCM-06-2013-0603
  40. Im, H., Lennon, S. J., & Stoel, L. (2010). The perceptual fluency effect on pleasurable online shopping experience. Journal of Research in Interactive Marketing, 4(4), 280-295. doi:10.1108/17505931011092808
  41. Jarvenpaa, S. L., & Todd, P. A. (1997). Is there a future for retailing on the Internet. Electronic Marketing and the Consumer, 1(12), 139-154.
  42. Jeong, S. W., Fiore, A. M., Niehm, L. S., & Lorenz, F. O. (2009). The role of experiential value in online shopping - The impacts of product presentation on consumer responses towards an apparel web site. Internet Research. 19(1), 105-124. doi:10.1108/10662240910927858
  43. Jiang, Z., & Benbasat, I. (2007). The effects of presentation formats and task complexity on online consumers' product understanding. MIS Quarterly, 31(3), 475-500. doi:10.2307/25148804
  44. Jung, Y. I. (2018, March 21). 온라인은 '오픈마켓', 오프라인은 '대형마트'가 대세 ["Open market" online and "large mart" offline]. NextDaily. Retrieved October 20, 2020, from http://m.nextdaily.co.kr/news/article.html?id=20180321800026
  45. Kaas, K. P. (1982). Consumer habit forming, information acquisition, and buying behavior. Journal of Business Research, 10(1), 3-15. doi:10.1016/0148-2963(82)90013-3
  46. Kahai, S. S., & Cooper, R. B. (2003). Exploring the core concepts of media richness theory - The impact of cue multiplicity and feedback immediacy on decision quality. Journal of management information systems, 20(1), 263-299. doi:10.1080/07421222.2003.11045754
  47. Kellett, S., & Bolton, J. V. (2009). Compulsive buying - A cognitivebehavioural model. Clinical Psychology & Psychotherapy, An International Journal of Theory & Practice, 16(2), 83-99. doi: 10.1002/cpp.585
  48. Kim, H. J & Kim, I. S. (2018). Examining the structural relationships between trust in online travel community, parasocial interaction among members, intention to follow advice and travel satisfaction. Journal of Tourism Management Research, 22(3), 97-115. doi: 10.18604/tmro.2018.22.3.5
  49. Kim, J. M. (2017). Analysis of the influence that the motive to view internet live broadcast has on the degree of satisfaction in viewing and the intention to continue viewing. Journal of the Korean Society of Design Culture, 23(2), 141-152. doi: 10.18208/ksdc.2017.23.2.141
  50. Kim, M., & Lennon, S. J. (2000). Television shopping for apparel in the United States - Effects of perceived amount of information on perceived risks and purchase intentions. Family and Consumer Sciences Research Journal, 28(3), 301-331. doi:10.1177/1077727X00283002
  51. Kim, V. (2020, August 17). New rules of e-commerce - Live-streaming in the spotlight. The Korea Times. Retrieved July 12, 2020, from http://www.koreatimes.co.kr/www/opinon/2019/08/197_274006.html.
  52. Kirchler, E., & Hoelzl, E. (2011). Economic and psychological determinants of consumer behavior [Editorial]. Zeitschrift fur Psychologie/Journal of Psychology, 219(4), 195-197. doi:10.1027/2151-2604/a000072
  53. Kline, S., Warisse, J., & McCain, T. (1995). It wasn't the rhetoric, it was just a great deal!. Influence processes and lamination in television home shopping. Proceedings of the 81st Conference of the Speech Communication Association, San Antonio, TX.
  54. Ko, S. (1993). (The) study on the impulse buying of clothing products. Unpublished master's thesis, Seoul National University, Seoul, Korea.
  55. Kosuri, P. (2020, February 18). Marketing modules set to gain importance in 2020. Everything Experiential. Retrieved July 12, 2020, from http://everythingexperiential.businessworld.in/article/Marketing-Modules-Set-to-Gain-Importance-in-2020-PranavKosuri/18-02-2020-184456/
  56. Kumar, N., & Benbasat, I. (2002). Para-social presence and communication capabilities of a web site - A theoretical perspective. E-Service, 1(3), 5-24. doi:10.2979/esj.2002.1.3.5
  57. Kwon, T. H. (2019, August 27). 중국은 지금'온라인 라이브 방송 시대 [China is now in the'online live broadcasting era]. CNC News. Retrieved June 10, 2020, from https://www.cncnews.co.kr/mobile/article.html?no=4923
  58. Labrecque, L. I. (2014). Fostering consumer-brand relationships in social media environments - The role of parasocial interaction. Journal of Interactive Marketing, 28(2), 134-148. doi: 10.1016/j.intmar.2013.12.003
  59. Labroo, A. A., & Lee, A. Y. (2006). Between two brands - A goal fluency account of brand evaluation. Journal of Marketing Research, 43(3), 374-385. doi:10.1509/jmkr.43.3.374
  60. LaRose, R. (2001). On the negative effects of e-commerce - A sociocognitive exploration of unregulated on-line buying. Journal of Computer-Mediated Communication, 6(3), JCMC631. doi: 10.1111/j.1083-6101.2001.tb00120.x
  61. Lee, E. J. (2011). The effects of internet fashion consumer's impulse buying tendency on positive and negative purchasing behaviors. Fashion & Textile Research Journal, 13(4), 511-522. https://doi.org/10.5805/KSCI.2011.13.4.511
  62. Lee, J. E., & Watkins, B. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760. doi: 10.1016/j.jbusres.2016.04.171
  63. Lee, Y. J., & Hong, S. P. (2012). A study on the effects of social commerce users' perceived characteristics on continuous usage intention. Journal of Information Technology Applications and Management, 19(4), 61-74. https://doi.org/10.21219/JITAM.2012.19.4.061
  64. Lee, Y. E., & Benbasat, I. (2004). A framework for the study of customer interface design for mobile commerce. International Journal of Electronic Commerce, 8(3), 79-102. doi:10.1080/10864415.2004.11044299
  65. Lim, C. M., & Kim, Y. K. (2011). Older consumers' TV home shopping - Loneliness, parasocial interaction, and perceived convenience. Psychology & Marketing, 28(8), 763-780. doi: 10.1002/mar.20411
  66. Liu, M. T., Liu, Y., & Zhang, L. L. (2019). Vlog and brand evaluations -The influence of parasocial interaction. Asia Pacific Journal of Marketing and Logistics, 31(2), 419-436. doi:10.1108/APJML-01-2018-0021
  67. Lou, C., & Yuan, S. (2019). Influencer marketing - How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73. doi:10.1080/15252019.2018.1533501
  68. Lynch Jr, J. G., & Ariely, D. (2000). Wine online - Search costs affect competition on price, quality, and distribution. Marketing science, 19(1), 83-103. doi:10.1287/mksc.19.1.83.15183
  69. Nabi, R. L., Stitt, C. R., Halford, J., & Finnerty, K. L. (2006). Emotional and cognitive predictors of the enjoyment of reality-based and fictional television programming - An elaboration of the uses and gratifications perspective. Media Psychology, 8(4), 421-447. doi:10.1207/s1532785xmep0804_5
  70. Nadkarni, S., & Gupta, R. (2007). A task-based model of perceived website complexity. MIS Quarterly, 31(3), 501-524. doi:10.2307/25148805
  71. Novak, T. P., Hoffman, D. L., & Duhachek, A. (2003). The influence of goal-directed and experiential activities on online flow experiences. Journal of Consumer Psychology, 13(1-2), 3-16. doi:10.1207/153276603768344744
  72. Ofir, C., Raghubir, P., Brosh, G., Monroe, K. B., & Heiman, A. (2008). Memory-based store price judgments - The role of knowledge and shopping experience. Journal of Retailing, 84(4), 414-423. doi:10.1016/j.jretai.2008.08.001
  73. O'Guinn, T. C., & Faber, R. J. (1989). Compulsive buying - A phenomenological exploration. Journal of consumer research, 16(2), 147-157. doi:10.1086/209204
  74. Parchoma, G. (2014). The contested ontology of affordances - Implications for researching technological affordances for collaborative knowledge production. Computers in Human Behavior, 37, 360-368. doi:10.1016/j.chb.2012.05.028
  75. Park, C. H. & Kim, Y. G. (2003). Identifying key factors affecting consumer purchase behavior in an online shopping context, International Journal of Retail & Distribution Management, 31(1), 16-29. doi:10.1108/09590550310457818
  76. Park, C. H., & Kim, Y. G. (2006). The effect of information satisfaction and relational benefit on consumers' online shopping site commitments. Journal of Electronic Commerce in Organizations (JECO), 4(1), 70-90. doi:10.4018/jeco.2006010105
  77. Park, J. H., & Lennon, S. J. (2004). Television apparel shopping - Impulse buying and parasocial interaction. Clothing and Textiles Research Journal, 22(3), 135-144. doi:10.1177/0887302X0402200304
  78. Park, J. H. & Stoel, L. (2002) Apparel shopping on the internet - Information availability on US apparel merchant web sites, Journal of Fashion Marketing and Management, 6(2), 158-176. doi:10.1108/13612020210429908
  79. Park J. S. (2019, August 19). "체류시간 늘려라"전자상거래업계, 플랫폼 차별화 바람 ["Increase stay time" E-commerce industry wants to differentiate platform]. Seoul Finance. Retrieved June 10, 2020, from https://www.seoulfn.com/news/articleView.html?idxno=352942
  80. Park, J., & Song, I., Kim, G. (2018). The effect of shopping characteristics and consumer characteristics on impulse buying and satisfaction in mobile shopping. Journal of Industrial Economics and Business, 31(1), 83-111. doi:10.22558/jieb.2018.02.31.1.83
  81. Park, S. J. (2019, June 10). 이커머스로 진화하는 인스타그램, Z 세대 '충동구매'부추긴다 [Instagram, evolving into ecommerce, encourages generation Z'impulsive purchase']. Brand Brief. Retrieved July 12, 2020, from http://www.brandbrief.co.kr/news/articleView.html?idxno=2052
  82. Peterson, R.A. and Merino, C. (2003), Consumer information search behavior and the internet, Psychology and Marketing, 20(2), 99-121. doi:10.1002/mar.10062
  83. Preacher, K. J., & Kelly, K. (2011). Effect size measures for mediation models - Quantitative strategies for communicating indirect effects. Psychological methods, 16(2), 93. doi:10.1037/a0022658
  84. Quelch, J. A., & Klein, L. R. (1996). The internet and international marketing. MIT Sloan Management Review, 37(3), 60.
  85. Quintero Johnson, J. M., & Patnoe-Woodley, P. (2016). Exploring the influence of parasocial relationships and experiences on radio listeners' consumer behaviors. Communication Research Reports, 33(1), 40-46. doi:10.1080/08824096.2015.1117440
  86. Rawat, S., & Divekar, R. (2014). Developing a social media presence strategy for an e-commerce business. Procedia Economics and Finance, 11(0), 626-634. doi:10.1016/S2212-5671(14)00228-7
  87. Reeves, B., & Nass, C. (1996). The media equation - How people treat computers, television, and new media like real people. Cambridge, UK: Cambridge university press.
  88. Rook, D. W., & Hoch, S. J. (1985). Consuming impulses. ACR North American Advances.
  89. Rubin, A. M., Perse, E. M., & Powell, R. A. (1985). Loneliness, parasocial interaction, and local television news viewing. Human Communication Research, 12(2), 155-180. doi:10.1111/j.1468-2958.1985.tb00071.x
  90. Schmid, H., & Klimmt, C. (2011). A magically nice guy - Parasocial relationships with Harry Potter across different cultures. The International Communication Gazette, 73(3), 252-269. doi:10.1177/1748048510393658
  91. Shankar, V., Venkatesh, A., Hofacker, C., & Naik, P. (2010). Mobile marketing in the retailing environment - Current insights and future research avenues. Journal of Interactive Marketing, 24(2), 111-120. doi:10.1016/j.intmar.2010.02.006
  92. Shin, D. (2020a, August 28). '라이브 커머스', 새로운 쇼핑 채널로 부상 [Live streaming commerce, emerging as a new shopping channel]. CMN. Retrieved June 15, 2020, from https://www.cmn.co.kr/mobile/sub_view.asp?news_idx=32787
  93. Shin, K. (2020b, October 3). 코로나19에 '라이브 커머스' 시대 빨라졌다... 23년 8조로 성장 [Corona 19 has accelerated the era of' live commerce'... Growing to 8 trillion won in 23 years]. News1. Retrieved July 12, 2020, from https://www.news1.kr/articles/?4074298
  94. Sood, S. (2002). Audience involvement and entertainment-education. Communication Theory, 12(2), 153-172. doi:10.1093/ct/12.2.153
  95. Sood, S., & Rogers, E. M. (2000). Dimensions of parasocial interaction by letter-writers to a popular entertainment-education soap opera in India. Journal of Broadcasting & Electronic Media, 44(3), 386-414. doi:10.1207/s15506878jobem4403_4
  96. Spreng, R. A., MacKenzie, S. B., & Olshavsky, R. W. (1996). A reexamination of the determinants of consumer satisfaction. Journal of Marketing, 60(3), 15-32. doi:10.2307/1251839
  97. Stevens, L. (2020, February 21). Seven strategic ways you should be collaborating with influencers. Forbes. Retrieved June 10, 2020, from https://www.forbes.com/sites/forbesagencycouncil/2020/02/21/seven-strategic-ways-you-should-be-collaborating-withinfluencers/#6557c9be6c4c
  98. Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2020). A 2020 perspective on "How live streaming influences purchase intentions in social commerce - An IT affordance perspective". Electronic Commerce Research and Applications, 100958. doi:10.1016/j.elerap.2020.100958
  99. Szymanski, D., & Hise, R. (2000). E-satisfaction - An initial examination. Journal of Retailing, 76(3), 309-322. doi:10.1016/S0022-4359(00)00035-X
  100. Tajvidi, M., Richard, M. O., Wang, Y., & Hajli, N. (2018). Brand cocreation through social commerce information sharing - The of social media. Journal of Business Research, 121, 479-486. doi: 10.1016/j.jbusres.2018.06.008
  101. Valentini, C., Romenti, S., Murtarelli, G., & Pizzetti, M. (2018). Digital visual engagement - Influencing purchase intentions on Instagram. Journal of Communication Management, 22(4), 362-381. doi: 10.1108/JCOM-01-2018-0005
  102. Weinberg, P., & Gottwald, W. (1982). Impulsive consumer buying as a result of emotions. Journal of Business Research, 10(1), 43-57. doi:10.1016/0148-2963(82)90016-9
  103. Williams, A. J., & Seminerio, J. (1985). What buyers like from salesmen. Industrial Marketing Management, 14(2), 75-78. doi:10.1016/0019-8501(85)90044-6
  104. Williams, R. (2019, May 28). Instagram shopping used by 39% of UK Gen Zers, study finds. Mobile Marketer. Retrieved July 12, 2020, from https://www.mobilemarketer.com/news/instagram-shoppingused-by-39-of-uk-gen-zers-study-finds/555601/
  105. 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
  106. Xiang, L., Zheng, X., Lee, M. K., & Zhao, D. (2016). Exploring consumers' impulse buying behavior on social commerce platform - The role of parasocial interaction. International Journal of Information Management, 36(3), 333-347. doi:10.1016/j.ijinfomgt.2015.11.002
  107. Yang, H. I. (2020, November 12). 라이브 커머스, 온택트 화장품 '신성장' 기회 부상 [Live commerce, on-tact cosmetics emerging opportunities for 'new growth']. Beautynury. Retrieved November 25, 2020, from http://www.beautynury.com/m/news/view/90744
  108. Yang, Z. (2001). Consumer perceptions of service quality in internetbased electronic commerce, Meeting of the 30th EMAC Conference, Bergen, pp. 8-11.
  109. Zhao, Q., Chen, C. D., Cheng, H. W., & Wang, J. L. (2018). Determinants of live streamers' continuance broadcasting intentions on Twitch - A self-determination theory perspective. Telematics and Informatics, 35(2), 406-420. doi:10.1016/j.tele.2017.12.018
  110. Zheng, X., Men, J., Xiang, L., & Yang, F. (2020). Role of technology attraction and parasocial interaction in social shopping websites. International Journal of Information Management, 51, 102043. doi:10.1016/j.ijinfomgt.2019.102043
  111. Zhou, L., Wang, W., Xu, J. D., Liu, T., & Gu, J. (2018). Perceived information transparency in B2C e-commerce - An empirical investigation. Information & Management, 55(7), 912-927. doi:10.1016/j.im.2018.04.005
  112. Zhu, Y. Q., Amelina, D., & Yen, D. C. (2020). Celebrity endorsement and impulsive buying intentions in social commerce-the case of instagram in indonesia - Celebrity endorsement. Journal of Electronic Commerce in Organizations (JECO), 18(1), 1-17. doi:10.4018/JECO.2020010101