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

The Korean Society of Clothing and Textiles (한국의류학회)
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Effects of Perceived Relational Benefits in Live Commerce on Consumer Trust and Purchase Intention

라이브커머스의 지각된 관계혜택이 소비자 신뢰 및 구매의도에 미치는 영향

  • Park, Shinyoung (Dept. of Fashion Design & Marketing, Seoul Women's University) ;
  • Shin, Su-yun (Dept. of Fashion Design & Marketing, Seoul Women's University)
  • 박신영 (서울여자대학교 패션산업학과) ;
  • 신수연 (서울여자대학교 패션산업학과)
  • Received : 2020.11.25
  • Accepted : 2021.03.04
  • Published : 2021.06.30
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Abstract

This study empirically investigated the relationship benefits perceived by consumers from a live commerce channel and verified effects on trust in seller/product relationship and purchase intention to establish a strategy for a live commerce channel. An online survey was conducted among 204 women residing in Korea who had watched a video on fashion products shown by the NAVER Shopping channel. The perceived relational benefits from the live commerce channel were extracted into four groups: psychological, social, economic, and customerization benefits. Psychological benefits were found to have a positive effect on trust in seller but not trust in product. Social benefits and customization benefits had a positive effect on both trust in seller and product, but economic benefits had no effect. Trust in seller and in product had positive effects on purchase intention. Understanding consumer response in relation to perceived relationship benefits in live commerce can contribute strengthen consumer behavior research on live commerce channels. These results can guide fashion companies as they develop live commerce marketing strategies.

Keywords

Acknowledgement

본 논문은 2021학년도 서울여자대학교 교내연구비의 지원을 받았음.

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