Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on the Effect of Live Commerce Influencer's attributes on Consumer Satisfaction, Repurchase Intention and Flow - Focus on Taobao Service

라이브 커머스 인플루언서의 속성이 구매 후 만족, 재구매 의도 및 플로우에 미치는 영향에 관한 연구 - 타오바오를 중심으로

  • 곽효월 (경성대학교 디지털디자인학과) ;
  • 배승주 (경성대학교) ;
  • 이상호 (경성대학교 디지털디자인학과)
  • Received : 2021.11.22
  • Accepted : 2022.01.20
  • Published : 2022.01.28
Download PDF
⟨ Previous Next ⟩

Abstract

This study attempted to identify the influencing factors of Taobao Online Live Commerce influencer's attributes on Taobao Live Platform users' post-purchase satisfaction, repurchase intention and flow, and addiction. Through previous studies, researchers set the live commerce influencer attributes into four categories: expertise, attractiveness, interactivity, and aesthetics, and examined the effects of these attributes on consumers' repurchase intentions, flow and addiction. As a result of the study, it was confirmed that among the attributes of Live Commerce influencer, professionalism, interactivity, and aesthetics had a significant effect on the utilitarian shopping value in consumer satisfaction, and four attributes, including attractiveness, had a positive effect on the hedonic shopping value. In consumer satisfaction, hedonic shopping value had a positive effect on utilitarian shopping value satisfaction. In addition, it was found that consumers' satisfaction after purchase affects repurchase intention and immersion. The effect of flow on repurchase intention and addiction was also confirmed. It is hoped that this study will help revitalize influencer marketing in the growing live commerce market and provide basic data to contribute to establishing marketing strategies.

본 연구는 타오바오 온라인 라이브 커머스 인플루언서의 속성이 타오바오 라이브 플랫폼 사용자의 구매 후 만족, 재구매 의도 및 플로우, 중독에 미치는 영향요인을 확인하고자 하였다. 연구자들은 선행연구를 통해 라이브 커머스 인플루언서 속성을 전문성, 매력, 상호작용성, 심미성의 4가지로 설정하고, 이러한 속성이 소비자의 재구매 의도와 플로우과 중독에 미치는 영향을 살펴보았다. 연구결과 라이브 커머스 인플루언서의 속성 중에서 전문성, 상호작용성, 심미성이 소비자 만족도에서의 실용적인 쇼핑 가치에 유의한 영향을 미치는 것으로 확인되었으며, 매력을 포함한 4가지 속성이 유희적 쇼핑 가치에 긍정적 영향을 끼친 것으로 보인다. 소비자 만족도에는 유희적 쇼핑 가치가 실용적인 쇼핑 가치 만족에 긍정적인 영향을 미쳤다. 또한 소비자의 구매 후 만족도가 재구매 의도 및 플로우에 영향을 미치는 것으로 나타났다. 플로우가 재구매 의도와 중독에 미치는 영향도 확인되었다. 본 연구를 통해 성장 추세에 있는 라이브 커머스 시장에서 인플루언서 마케팅을 활성화하고, 마케팅 전략을 세우는 데 기여할 기초자료를 제공하는 데 도움이 되기를 기대한다.

Keywords

Acknowledgement

This research was supported by Basic Science Research Program through the National Research Foundation of Korea(NRF) funded by the Ministry of Education (NRF-2021-R1I1A3054903).

References

  1. Y. Zhu. (2021). CNNIC Released 47th Statistical Report on Internet Development in China. http://www.gov.cn/xinwen/2021-02/03/content_5584518.html
  2. G. Brooker. (1993). Product Perception, Preferences, and Knowledge Decision in Conducting Research. Advanced in Consumer Research, 20, 229-231. https://doi.org/10.1086/209345
  3. R. Ohanian. (1991). The Impact of Celebrity Spokespersons' Perceived Image on Consumers' Intention to Purchase. Journal of Advertising Research, 31(1), 46-54.
  4. T. A. Shimp. (2010). Integrated Marketing Communication in Advertising and Promotion. South-Western: Div of Thomson Learning.
  5. J. M. Kim. (2010). Research on Model Preference and Consentaneity in TV Commercials - Centering on the Attribute of a Model. Design Convergence Study, 22, 1-12.
  6. C. D. Ham & J. Kim. (2017). The Role of CSR in Crises: Integration of Situational Crisis Communication Theory and the Persuasion Knowledge Model. Journal of Business Ethics, 158(2), 353-372. https://doi.org/10.1007/s10551-017-3706-0
  7. A. S. Tan, J. Tunstall, D. Walker, J. K. Hadden, C. E. Swann & J. S. Duke. (1981). General Communications. Communication Booknotes, 12(6), 59-60. https://doi.org/10.1080/10948008109488673
  8. C. K. Shelton & J. R. Darling. (2001). The Quantum Skills Model in Management: a New Paradigm to Enhance Effective Leadership. Leadership & Organization Development Journal, 22(6), 264-273. https://doi.org/10.1108/01437730110403196
  9. E. M. Rogers. (1986). Communication Technology: The New Media in Society. New York: Free Press.
  10. J. E. Newhagen & S. Rafaeli. (1996). Why Communication Researchers Should Study the Internet: a Dialogue. Journal of Computer-Mediated Communication, 46, 4-13.
  11. N. Tractinsky, A. Cokhavi, M. Kirschenbaum & T. Sharfi. (2006). Evaluating the Consistency of Immediate Aesthetic Perceptions of Web Pages. International Journal of Human Computer Studies, 64, 1071-1083. https://doi.org/10.1016/j.ijhcs.2006.06.009
  12. J. Vincent. (2005). Emotional Attachment to Mobile Phones: An Extraordinary Relationship, New York: Springer. DOI : 10.1007/1-84628-204-7_6
  13. J. Kim, J. Lee & D. Choi. (2003). Designing Emotionally Evocative Homepages: An Empirical Study of The Quantitative Relations Between Design Factors and Emotional Dimensions. International Journal of Human-computer Interaction, 59, 899-940.
  14. R. Hall & P. Hanna. (2004). The Impact of Web Page Text-background Colour Combinations on Readability, Retention, Aesthetics, and Behavioral Intentions. Behaviour and Information Technology, 23(3), 183-195. https://doi.org/10.1080/01449290410001669932
  15. Y. J. Moon. (2016). The Effect of Online Consumers Shopping Values on Consumer Satisfaction and Loyalty. Korea Academy Industrial Cooperation Society ,17(1), 349-356. https://doi.org/10.5762/KAIS.2016.17.1.349
  16. J. F. Sherry. (1990). Dealers and Dealing in a Periodic Market: Informal Retailing in Ethnographic Perspective. Journal of Retailing, 66(2), 174-200.
  17. C. Kim, R. D. Galliers, N. Shin, J. H. Ryoo & J. Kim. (2012). Factors Influencing Internet Shopping Value and Customer Repurchase Intention. Electronic Commerce Research and Applications, 11(4), 374-387. https://doi.org/10.1016/j.elerap.2012.04.002
  18. H. Gao & J. Shen. (2016). A Review on the Study of Enjoying Shopping Based on Shopping Process. Foreign Economy and Management,38(4), 63-72.
  19. B. J. Babin. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20(4), 644-656. https://doi.org/10.1086/209376
  20. J. F. Engel, R. D. Blackwell & P. W. Miniard. (1986). Consumer Behavior. Eastbourne: Holt-saunders.
  21. L. C. Wang, J. Baker & J. A. Wagner. (2007). Can a Retail Web Site be Social? Journal of Marketing, 71(3). 143-157. https://doi.org/10.1509/jmkg.71.3.143
  22. E. C. Hirschman. (1984). Experience Seeking: a Subjectivisit Perspective of Consumption. Journal of Business Research, 12, 115-136. https://doi.org/10.1016/0148-2963(84)90042-0
  23. R. A. Westbrook & W. C. Black. (1985). A Motivation-based Shopper Typology. Journal of Retailing, 61(1), 78-103.
  24. E. C. Hirschman & M. B. Holbrook. (1982). Hedonic Consumption: Emerging Concepts, Methods and Propositions. Journal of Marketing, 46(3), 92-101. https://doi.org/10.2307/1251707
  25. R. E. Anderson & S. S. Srinivasan. (2003). E-satisfaction and E-loyalty: A Contingency Framework. Psychology & Marketing, 20(2), 123-138. https://doi.org/10.1002/mar.10063
  26. E. Garbarino & M. S. Johnson. (1999). The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationship. Journal of Marketing, 63(4), 70-87. https://doi.org/10.1177/002224299906300205
  27. M. Fishbein. (1979). A Theory of Reasoned Action: Some Applications and Implications. Nebraska Symposium on Motivation, 27, 65-116.
  28. S. H. Lee & A. R. Ko. (2013). A Study on the Factors Influencing the Social Media Addiction with Special Reference to Perception and Flow of Facebook User. Korean Journal of Journalism & Communication Studies, 57(6), 176-210.
  29. T. P. Novak, D. L. Hoffman & Y. F. Yung. (2000). Measuring the Customer Experience in Online Environments: a Structural Modeling Approach. Marketing Science, 19(1), 22-42. https://doi.org/10.1287/mksc.19.1.22.15184
  30. S. H. Lee. (2014). Effect of SNS User's Emotional Perception and Flow on Word of Mouth : Focusing on the Facebook User Group. Journal of Marketing Management Research. 18(2), 1-23.
  31. G. Valence, A. D. Astous & L. Fortier. (1998). Compulsive Buying: Concept an Measurement. Journal of Consumer Policy, 11(4), 419-433. https://doi.org/10.1007/BF00411854
  32. Y. K. Ji & J. L. Sharron (2013). Effects of Reputation and Website Quality on Online Consumers' Emotion, Perceived Risk and Purchase Intention: Based on the Stimulus-organism-response Model. Journal of Research in Interactive Marketing, 7(1),33-56. https://doi.org/10.1108/17505931311316734
  33. K. K. Dion. (1972). Physical Attractiveness and Evaluation of Children's Transgressions. Journal of Personality and Social Psychology, 24(2), 207-213. https://doi.org/10.1037/h0033372
  34. J. H. Yoon & H. K. Kim. (2018). The Effect of Online Interactivity, Self-Presentation and Personal Information Concern on WOM of SNS Advertisement and SNS Continuous Use Intention through Presence Experience. The Journal of Internet Electronic Commerce Resarch, 18(3), 125-143. https://doi.org/10.37272/JIECR.2018.06.18.3.125
  35. Y. H. Fang. (2012). Dose Online Interactivity Matter? Exploring the Role of Interactivity Strategies in Consumer Decision Making. Computer in Human Behavior. 28(5), 1790-1804. https://doi.org/10.1016/j.chb.2012.04.019
  36. P. Nanda, J. Bos, K. L. Kramer, C. Hay & J. Ignacz. (2008). Effect of Smartphone Aesthetic Design on Users' Emotional Reaction: an Empirical Study. The TQM Journal, 20(4), 348-355. https://doi.org/10.1108/17542730810881339
  37. E. Bridges & R. Florsheim. (2008). Hedonic and Utilitarian Shopping Goals: the Online Experience. Journal of Business Research, 61(4), 309-314. https://doi.org/10.1016/j.jbusres.2007.06.017
  38. J. H. Park & J. U. Kim. (2018). The Effects of Home Shopping Show Host Characteristics on Adult Woman of Basic Cosmetics Consumer Satisfaction and Repurchase Intention. The Korean Society of Cosmetics and Cosmetology, 8(3), 325-338.
  39. C. Y. Choi & H. J. Ham. (2019). A Study of Influencer Users Purchase Satisfaction and Repurchase Intention: Focusing on Wanghong. The E-Business Studies, 20(3), 53-70. https://doi.org/10.20462/tebs.2019.6.20.3.53
  40. Y. M. Lee, S. Kim, D. Han & B. Bae. (2017) The Influence of Experiential Consumption Value on Re-purchase Intention Through Satisfaction and Commitment -Focused on Franchise Coffee Shop. Korean Journal of Business Administration, 30(1), 53-77.
  41. J. B. Cullen, J. L. Johnson & T. Sakano.(1995). Japanese and Local Partner Commitment to IJVs: Psychological Consequences of Outcomes and Investments in the IJV Relationship. Journal of International Business Studies, 26, 91-115. https://doi.org/10.1057/palgrave.jibs.8490167
  42. R. Batra & O. T. Ahtola. (1991). Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes. Marketing letters, 2(2), 159-170. https://doi.org/10.1007/BF00436035
  43. Y. J. Mun & J. H . Lee. (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. https://doi.org/10.15719/geba.8.2.200706.131
  44. S. H. Lee. (2014). The Relation of Addiction and Sustainable Use of Social Media Service. Journal of Digital Convergence, 12(1), 273-280. https://doi.org/10.14400/JDPM.2014.12.1.273
  45. J. H. Ye. (2020). A Study on the Hedonic Shopping Motivation, Utility Shopping Motivation, Flow, Pleasure, and Purchase Intention of TV Home Shopping Viewers. Korean Journal of Broadcasting and Telecommunication Studies, 34(3), 281- 318. https://doi.org/10.22876/KAB.2020.34.3.009
  46. S. H. Ju. (2021). The Effects of Mobile Home Shopping's Characteristics and Personal Characteristics on Flow. Journal of the Korea Convergence Society, 12(5), 197-205. https://doi.org/10.15207/JKCS.2021.12.5.197
  47. Y. M. Zhou & S. H. Lee.(2021), A Study on the Influencing Factors on Flow & Addiction of Tiktok. Journal of the Korea Convergence Society, 12(3), 125-132. https://doi.org/10.15207/JKCS.2021.12.3.125
  48. C. Fornell & D. Larcker. (1981) Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. J Marketing Res, 18, 39-50. https://doi.org/10.2307/3151312