DOI QR코드

DOI QR Code

온라인 호스트가 라이브 스트리밍 커머스 성과에 미치는 영향: 제품 유형의 조절 역할을 중심으로

Online Host and Its Impact on Live Streaming Commerce Performance: The Moderating Role of Product Type

  • 김현정 (고려대학교 경영학과) ;
  • 황명호 (서울과학종합대학원대학교) ;
  • 이동원 (고려대학교 경영대학)
  • Xuanting Jin (Korea University Business School (KUBS), Korea University) ;
  • Minghao Huang (Seoul Business School, Seoul School of Integrated Sciences & Technologies) ;
  • Dongwon Lee (Korea University Business School (KUBS), Korea University)
  • 투고 : 2022.12.28
  • 심사 : 2023.02.09
  • 발행 : 2023.02.28

초록

라이브 스트리밍의 급속한 발전과 더불어 온라인 호스트가 중요한 정보원으로서 라이브 스트리밍 커머스 성과에 영향을 미치는 데 중요한 역할을 한다. 하지만 제품 유형이 호스트의 특징과 라이브 스트리밍 커머스 성과 사이의 관계에 대한 연구는 많이 이루어지지 않고 있다. 본 연구는 정교화 가능성 모델(Elaboration Likelihood Model)과 정보원 이론(Information Source Theory)을 기반으로 라이브 스트리밍 커머스의 매출에 영향을 미치는 요인과 이들 간의 관계에 대한 제품 유형의 조절 역할을 실증적으로 연구하는 것을 목적으로 한다. 2021년 10월 10일부터 2022년 2월 10일까지 수집된 11,422건의 라이브 스트리밍 커머스 데이터를 분석한 결과, 다중채널 네트워크(Multi-Channel Network)와 팔로워수는 라이브 스트리밍 커머스의 판매량에 긍정적인 영향을 미치는 반면, 평판 점수는 매출에 부정적인 영향을 미치는 것으로 나타났다. 또한 저관여 제품의 비율이 이 관계들에 미치는 조절 효과도 확인되었다. 이번 연구 결과는 라이브 스트리밍 커머스 성과에 대한 문헌을 풍부하게 하고, 시사점뿐만 아니라 연구의 한계점과 향후 연구 방향에 대해서도 논의하였다.

With the rapid development of live streaming commerce, online host as an information source plays a critical role in affecting live streaming performance. However, the impact of different product types on the relationship between online hosts and live streaming has been less studied. Based on the elaboration likelihood model (ELM) and information source theory, this study aims to empirically investigate what factors influence the sales of live streaming commerce and how product type moderates the relationship between them. The analysis of 11,422 live streaming commerce data collected for four months from October 10, 2021 to February 10, 2022 shows that, among the factors related to source credibility and attractiveness, multi-channel networks (MCN) and the number of followers positively affect the sales volume of live streaming commerce, whereas the reputation score harms the sales. Moreover, the moderating effect of the product type (i.e., ratio of involvement products) on the relationships is confirmed. The findings enrich the literature on live streaming commerce performance. The limitations and future research directions are also discussed.

키워드

참고문헌

  1. Baek, H., "Information diffusion difference by product type based on social media type," Information Systems Review, Vol.19, No.3, 2017, pp. 91-104. https://doi.org/10.14329/isr.2017.19.3.091
  2. Bian, X. and L. Moutinho, "The role of product involvement, knowledge, and perceptions in explaining consumer purchase behaviour of counterfeits: Direct and indirect effects," Research Memorandum, Vol.77, March 2008.
  3. Bruce, Z. H., J. T. Neill, M. Sjoblom, and J. Hamari, "Social motivations of live streaming viewer engagement on Twitch," Computers in Human Behavior, Vol.84, 2018, pp. 58-67. https://doi.org/10.1016/j.chb.2018.02.013
  4. Chang, H. H., Y. Y. Lu, and S. C. Lin, "An elaboration likelihood model of consumer respond action to facebook second-hand marketplace: Impulsiveness as a moderator," Information & Management, Vol. 57, No. 2, 2020.
  5. Cheong, H. J. and Y. Cheong, "Updating the Foote, Cone & Belding grid: Revisiting the product classifications of the FCB grid for online shopping and contemporary consumers' decision making," Journal of Advertising Research, Vol.61, No.1, 2021, pp. 12-29 https://doi.org/10.2501/JAR-2020-014
  6. Chung, H. and X. Zhao, "Humour effect on memory and attitude: moderating role of product involvement," International Journal of Advertising, Vol.22, No.1, 2003, pp. 117-144. https://doi.org/10.1080/02650487.2003.11072842
  7. Clement, A. P., J. M. Fang, and L. Q. Li, "Green advertising and purchase decisions in live streaming B2C and C2C interactive marketing," International Journal of Information and Management Sciences, Vol.31, No.2, 2020, pp. 191-212.
  8. Erkan, I. and C. Evans, "The influence of eWOM in social media on consumers' purchase intentions: An extended approach to information adoption," Computers in Human Behavior, Vol.61, 2016, pp. 47-55. https://doi.org/10.1016/j.chb.2016.03.003
  9. Fang, C. A. P., J., A. O. Asare, and N. B. Kulbo, "Customer engagement and purchase intention in live-streaming digital marketing platforms," Service Industries Journal, Vol.41, No.11, 2021, pp. 767-86. https://doi.org/10.1080/02642069.2021.1905798
  10. Filieri, R. and F. McLeay, "E-WOM and accommodation: An analysis of the factors that influence travelers' adoption of information from online reviews," Journal of Travel Research, Vol.53, No.1, 2014, pp. 44-57. https://doi.org/10.1177/0047287513481274
  11. Forkan, J., "Product match-up key to effective star presentations," Advertising Age, Vol.51, 1980, p. 42.
  12. Gao, X., X. Y. Xu, S. M. U. Tayyab, and Q. Li, "How the live streaming commerce viewers process the persuasive message: An ELM perspective and the moderating effect of mindfulness," Electronic Commerce Research and Applications, Vol.49, 2021, 101087.
  13. He, X., H. Fang, and X. Liu, "Li mobile app recommendation: An involvement-enhanced approach," MIS Quarterly, Vol. 43, 2019, pp. 827-849. https://doi.org/10.25300/MISQ/2019/15049
  14. Hovland, C. I., I. L. Janis, and H. H. Kelley, Communication and Persuasion: Psychological Studies of Opinion Change, New Haven, CT, US: Yale University Press, 1953.
  15. Kim, J. and S. Forsythe, "Factors affecting adoption of product virtualization technology for online consumer electronics shopping," International Journal of Retail and Distribution Management, Vol.38, No.3, 2010, pp. 190-204. https://doi.org/10.1108/09590551011027122
  16. Kim, J. U., W. J. Kim, and S. C. Park, "Consumer perceptions on web advertisements and motivation factors to purchase in the online shopping," Computers in Human Behavior, Vol.26, No.5, 2010, pp. 1208-1222. https://doi.org/10.1016/j.chb.2010.03.032
  17. Kim, N. K., S. B. Yang, and S. H. Yoon, "The effects of live commerce and show host features on consumers' likelihood of impulse buying: A scenario-based experiment," Information Systems Review, Vol.24, No.4, 2022, pp. 77-96. https://doi.org/10.14329/isr.2022.24.4.077
  18. Kim, S. J. and C. M. Heo, "The effect of live commerce and show host characteristics on purchase Intention: The mediation effect of content immersion," Venture Start-up Research, Vol.16, No.3, 2021, pp. 177-191.
  19. Laurent, G. and J. -N. Kapferer, "Measuring consumer involvement profiles," Journal of Marketing Research, Vol.22, No.1, 1985, pp. 41-53. https://doi.org/10.1177/002224378502200104
  20. Lee, J. M., H. Y. Cho, Y. W. Seo, and I. B. Hong, "The effects of product involvement on required trust level and the online merchant choice," Information Systems Review, Vol.13, No.2, 2011, pp. 17-41.
  21. Li, Z. X., S. M. Zhang H. B. Liu, and Q. T. Wu, "Study on the factors influencing users' purchase Intention on live-streaming e-commerce platforms: Evidence from the live-streaming platform of TikTok," Journal of China Studies, Vol.24, No.3, 2021, pp. 25-49. https://doi.org/10.20288/JCS.2021.24.3.25
  22. Liu, M., J. Y. Park, and H. E. Lee, "Technology acceptance model in live commerce context: the effect of para-social interactivity and source characteristics on consumers' shopping intention on live commerce platform," The Journal of the Korea Contents Association, Vol.21, No.6, 2021, pp. 138-154.
  23. Lu, B. and Z. Chen, "Live streaming commerce and consumers' purchase intention: An uncertainty reduction perspective," Information & Management, Vol.58, No.7, 2021.
  24. Luo, H. Y., S. J. Cheng, and W. H. Zhou, "The factors influencing sales in online celebrities live streaming," 2021 IEEE International Conference on Information Communication and Software Engineering, 2021, pp. 233-237.
  25. Mccracken, G., "Who is the celebrity endorser? Cultural foundations of the endorsement process," Journal of Consumer Research, Vol.16, No.3, 1989, pp. 310-321. https://doi.org/10.1086/209217
  26. McGuire, W. J., Attitudes and Attitude Change, New York: Random House, 1985.
  27. Michaelidou, N. and S. Dibb, "Product involvement: An application in clothing," Journal of Consumer Behavior, Vol.5, 2006, pp. 442-453.  https://doi.org/10.1002/cb.192
  28. Ohanian, R., "The impact of celebrity spokesperson's perceived image on consumers' intention to purchase," Journal of Advertising Research, Vol.3, No.1, 1991, pp. 40-52.
  29. Ou, C. X., P. A. Pavlou, and R. M. Davison, "Swift guanxi in online marketplaces: the role of computer-mediated communication technologies," MIS Quarterly, Vol.38, No.1, 2014, pp. 209-224. https://doi.org/10.25300/MISQ/2014/38.1.10
  30. Petty, R. E. and J. T. Cacioppo, "The elaboration likelihood model of persuasion," Advances in Experimental Social Psychology, Vol.19, 1984, pp. 123-205. https://doi.org/10.1016/S0065-2601(08)60214-2
  31. Sharp, B., M. Wright, and G. Goodhardt, "Purchase loyalty is polarised into either repertoire or subscription patterns," Australasian Marketing Journal, Vol.10, No.3, 2002, pp. 7-20. https://doi.org/10.1016/S1441-3582(02)70155-9
  32. Taylor, R. E., "A six-segment message strategy wheel," Journal of Advertising Research, Vol. 39, No.6, 1999, pp. 7-8
  33. Te'eni-Harari, T., S. I. Lampert, and S. Lehman-Wilzig, "Information processing of advertising among young people: The elaboration likelihood model as applied to youth," Journal of Advertising Research, Vol.47, No.3, 2007, pp. 326-340. https://doi.org/10.2501/S0021849907070341
  34. Thomas, M. J., B. W. Wirtz, and J. C. Weyerer, "Determinants of online review credibility and its impact on consumers' purchase intention," Journal of Electronic Commerce Research, Vol.20, No.1, 2019, pp. 1-20.
  35. Wang, Z. X., S. Z. Lee, and K. R. Lee, "Factors influencing product purchase intention in Taobao live streaming shopping," Journal of the Digital Content Society of Korea, Vol.19, No.4, 2018, pp. 649-659.
  36. WangJing E-commerce Research Center, "2022 China Live E-commerce Market Data Report," 2022, Available at http://www.100ec.cn/zt/2022Szbdsbg/.
  37. Warinrampai, R., "What drives Taobao live streaming commerce? The role of parasocial relationships, congruence and source credibility in Chinese consumers' purchase intentions," Heliyon, Vol.8, No.6, 2022, e09676.
  38. Wen, J. C. and H. M. Lee, "What factors of live streaming commerce appeal to Chinese consumers? The influences of platform and BJ characteristics on purchase intention and the moderating effects of gender," Global e-business Association, Vol.21, No.5, 2020, pp. 215-234. https://doi.org/10.20462/TeBS.2020.10.21.5.215
  39. Wongkitrungrueng, A. and N. Assarut, "The role of live streaming in building consumer trust and engagement with social commerce sellers," Journal of Business Research, Vol.117, 2020, pp. 543-556. https://doi.org/10.1016/j.jbusres.2018.08.032
  40. Zaichkowsky, J. L., "Measuring the involvement construct," Journal of Consumer Research, Vol.12, 1985, pp. 341-352. https://doi.org/10.1086/208520
  41. Zhang, Y. J. and Y. H. Kang, "A study on the influence factors of chinese live streaming commerce influencer and platform on consumers' purchase intention: Focusing on the TikTok platform," Journal of China Studies, Vol.25, No.4, 2022, pp.103-128. https://doi.org/10.20288/JCS.2022.25.4.103
  42. Zhao, K., Y. H. Hu, Y. L. Hong, and J. C. Westland, "Understanding characteristics of popular streamers on live streaming platforms: Evidence from Twitch.tv," Journal of the Association for Information Systems, Vol.22, No.4, 2021, pp. 1076-1098.  https://doi.org/10.17705/1jais.00689