The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Effects of perceived attributes of fashion live streaming commerce (FLSC) on attitudes and intention to use

패션 라이브 스트리밍 커머스(FLSC)의 속성 지각이 태도와 이용의도에 미치는 영향

  • Seo, Hyesim (Dept. of Fashion Business, Keimyung University) ;
  • Yoh, Eunah (Dept. of Fashion Marketing, Keimyung University)
  • 서혜심 (계명대학교 패션비즈니스학과) ;
  • 여은아 (계명대학교 패션마케팅학 전공)
  • Received : 2022.02.25
  • Accepted : 2022.04.11
  • Published : 2022.04.30
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Abstract

A growing number of fashion brands and retailers are actively adopting live streaming as a new marketing channel. In spite of the increasing use of live commerce, the effects of live streaming commerce on customer purchasing behavior for fashion products are not fully understood. The purpose of this study is to examine factors affecting consumers' attitudes toward a purchase via fashion live streaming commerce (FLSC) and intention to use FLSC. The study also investigated whether consumers' expenditure on fashion and time spent on mobile shopping moderate the relationships among research variables. A total of 230 questionnaires were analyzed through descriptive statistics, confirmatory factor analysis, and multiple-group comparison tests using SPSS and AMOS. A summary of the main results of this study is as follows. First, the perception of the attributes of FLSC (ease of use, economic efficiency, interactivity, and enjoyment) has a positive effect on attitude toward a purchase via FLSC. The ease of use and economic efficiency of FLSC, in particular, have greater impacts on attitudes than other factors. Secondly, attitudes toward FLSC positively impact the intention to use FLSC. Lastly, the results of group comparisons, by fashion expenditure and time spent on mobile shopping respectively, hold no significant moderation effects among the variables. These findings demonstrate that consumers are more likely to use FLSC as they form a positive attitude by the attributes of FLSC mentioned earlier. The study provides some insights on an exploration of live streaming commerce for fashion product sales.

Keywords

References

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