Korea Trade Review (무역학회지)

Korea Trade Research Association (한국무역학회)
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A The Effect of Trust Transference on Shopping Behavior in Live Streaming Commerce

라이브 스트리밍 커머스 수용과정에서 신뢰전이가 쇼핑행동에 미치는 영향

  • In-Won Kang (Department of International Business & Trade, Kyung Hee University) ;
  • So-Jeong Yoon (Department of International Commerce, Finance & Investment, Kyung Hee University) ;
  • Eun-Jong An (Department of International Commerce, Finance & Investment, Kyung Hee University) ;
  • Lan Yang (Department of International Business & Trade, Kyung Hee University)
  • 강인원 (경희대학교 무역학과) ;
  • 윤소정 (경희대학교 국제통상.금융투자학과) ;
  • 안은종 (경희대학교 국제통상.금융투자학과) ;
  • 양람 (경희대학교 무역학과)
  • Received : 2021.12.15
  • Accepted : 2022.02.26
  • Published : 2022.02.28
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Abstract

This study identified consumers' shopping behavior in live streaming commerce. To this end, this study put the uncertainty issue of live shopping and the transfer of trust at the center of the discussion. The verification of the research model resulted in the following conclusions. First, reduced uncertainty in live shopping was a factor in increasing the level of involvement and attachment in the service. These results showed that resolving uncertainty in newly introduced services is a key factor in determining users' positive attitudes. Second, the trust in shopping sites influenced the current live shopping attitude. This is because the transfer of trust is also valid in live shopping, which demonstrated the importance of building trust. Third, this study proposed and validated a research model that could systematically understand the consumption process of live streaming shopping. Furthermore, this study provides a beneficial implication for those who want to use live shopping in practice.

Keywords

Acknowledgement

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2021S1A5A2A01069343)

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