• 한국벤처창업학회:학술대회논문집
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• 2022.11a
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• pp.79-81
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• 2022

최근 정보기술의 발달과 COVID-19으로 인해, 많은 유통의 판도가 바뀌었다. 비대면의 급증으로 배달문화와 온라인 쇼핑과 온라인 회의 등이 성행하며 익숙해지고 이로 인해 디지털 전환이 더욱 빠르게 가속화 되었다. 중국에서 시작되었던 라이브 커머스도 이 시기를 틈타 한국으로 들어왔고 라이브 커머스의 발전이 시작되었다. 이에 따라 라이브 커머스에 관한 연구도 많이 나오고 있는데 연구들이 라이브커머스의 특성만을 다루는 것에 한계점을 느꼈다. 이에 본 연구는 라이브 커머스의 특성에서 나아가 이 특성으로 인하여 진정으로 혜택을 볼 수 있는 소상공인들에 초점을 맞추기로 하였다. 소상공인들이야말로 라이브커머스를 이용하는 80%를 넘는 비중을 차지하고 있는 사용자이자 판매자이다. 하지만 그럼에도 불구하고 아직까지도 많은 판매자들이 라이브커머스를 어렵게 생각하고 전문 방송인을 고용하거나 대행사를 고용하여야만 라이브커머스 방송이 가능하다고 생각하여 시작을 못하고 있다. 본 연구에서는 실험을 설계하여 판매자가 직접 라이브 커머스 방송을 진행하여도 충분히 소비자에게 긍정적인 영향을 줄 수 있고 매출액과 유입수에도 영향을 끼칠 것이란 가설을 설정하였다. 쇼호스트와 관여도라는 변수를 설정하여 2 by 2 실험을 설계하였다. 쇼호스트는 방송전문가인 일반적인 대행사를 섭외하여 방송을 능숙하게 하고 중간에 재미적인 요소를 집어 넣는 쇼호스트와 제품 전문가인 판매자를 직접 방송하게 하여 제품에 대한 전문성을 넣어 소비자의 반응을 살펴 보았다. 관여도는 고관여 제품과 저관여 제품을 식품군으로 비교하는 것으로 설계하는 것으로 연구를 진행하였다.

• The Journal of the Korea Contents Association
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• v.11 no.8
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• pp.311-320
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• 2011

This study analyzed the persuasive marketing communication strategy which applied by showhost for TV homeshopping sales. Specifically, the current study focuses on the comparative analysis of tangible goods and intangible goods sales. Four sales homeshopping TV programs were selected for analysis: two overseas travel package products, one climbing clothes product and one produce of walnut. The method of rhetorical content analysis was conducted to analyze the strategy of persuasive communication. The results shows that , , were commonly used for both tangible and intangible products sales. But , , and were heavily utilized only for intangible products sales. The result of this study can contribute to provide theoretical background for future advanced research, although it has a limitation of only analyzing four sales programs.

• Proceedings of KHEA Conference
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• 2006.10a
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• pp.107-107
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• 2006

• Journal of the Korean Society of Costume
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• v.56 no.8 s.108
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• pp.138-147
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• 2006

This study tried to research on clothing styles of show hostess in the cable television home-shopping network program. Especially, show hostess's clothing styles were classified into 5 sections according to selling products, that is baby goods, insured goods, underwear, bedclothes and beauty goods. item is examined 7 levels by texture, color, clothing item, fashion image, fashion trend, fashion type, and fashion silhouette. The results showed that significant correlations between show host's clothing and selling products. The another findings of this study is that show hostess's clothing is aimed at the taste of main consumer such as housewife. Conseguently this study reaffirms the importance of the shopping hostess's clothing influnce according to selling products's characteristics.

• Information Systems Review
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• v.24 no.4
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• pp.77-96
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• 2022

Live commerce has recently received substantial attention due to the spread of the non-face-to-face consumption culture driven by the COVID-19 pandemic. Live commerce has a higher purchase conversion rate than other forms of commerce. Accordingly, the likelihood of impulse buying in a live commerce environment is expected to be high. However, there is a shortage of research on consumer impulse buying in the live commerce environment. This study designs a scenario-based experiment using the integrated model of consumption impulse formation and enactment. Through this method, this study validates the influence of the characteristics of live commerce (i.e., vicarious experience and real-time interaction) on consumers' likelihood of impulse buying and further examines the moderating role of a live commerce host feature (i.e., professionalism) in these relationships. The results of this study confirm that both vicarious experience and real-time interaction have a positive effect on consumers' likelihood of impulse buying and that professionalism strengthens the impact of vicarious experience on the likelihood of impulse buying. This study's scenario-based experimental design is meaningful because it analyzes the likelihood of impulse buying in the context of live commerce shopping. Additionally, it provides live commerce service and platform providers with practical insights into how to maximize profits and operate services more efficiently.

• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2014.06a
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• pp.232-233
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• 2014

TV홈쇼핑은 CATV, 위성TV, IPTV, DMB, 스마트폰 모바일로 생방송이 송출되고 있다. 여러 송출 매체 중 스마트폰 모바일 송출부분에서 방송 중 쇼호스트가 제품에 대해 설명하는 부분인 디테일부분에서 카메라의 워킹(Standard, Jimmy jib, Hand held, Dolly)에 따라 화질이 깨지는 현상(블록 현상)이 발생하고 소비자가 제품을 제대로 인식하지 못하는 불편이 있다. 본 논문에서는 카메라의 워킹에 따라 제품의 설명 중 화질의 변화하는 현상을 파악해 보고자 한다.

• Journal of the Korean Home Economics Association
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• v.45 no.2
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• pp.63-75
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• 2007

The purpose sof this study was to examine consumer's addictive buying through the TV home shopping, focused on materialism, show host and credit card use consumer. Two hundred four female consumers who had purchased fashion items in TV home shopping had participated for this study. For data analysis, descriptive statistics, factor analysis, t-test, and multiple regression were used for the study with SPSS 12.0 program. The result were as follows. First, the addictive buying group was 13.2% among respondents while non-addictive buying group was 86.8%. Second, materialism was classified into 3 factors: happiness, success and possessiveness. Show host was classified into 3 factors such as visual presentation, image and communication skill. Credit card was classified into 3 factors: sales promotion, late payment and method payment. Results of multiple regression revealed that happiness and possessiveness from materialism, credit card late payment, and show host communication skill were significantly related to addictive buying. Based on these results, this study would provide fashion marketing strategies for reasonable and reasonable consuming culture, since addictive buying has been not only individual problem but also social problem. Based on these results, this study would provide fashion marketing strategies for reasonable and reasonable consuming culture, since addictive buying has been not only individual problem but also social problem.

• The Journal of the Convergence on Culture Technology
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• v.8 no.6
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• pp.959-969
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• 2022

This study aims to explore the effect of quality factors and customer involvement on users' intention to purchase in the live-commerce context. For this purpose, statistical methods such as reliability test, factor analysis, ANOVA, regression analysis were carried out using the survey data from live-commerce users. The quality factors of live-commerce were classified into contents, system, service, and show host characteristics, and customer involvement was analyzed by dividing it into product involvement and service involvement. The results showed that each quality factor of live-commerce had a significant positive effect on the intention to purchase. On the other hand, customer product involvement had a significant moderating effect on content and system quality, service involvement had a significant moderating effect on service and show host characteristics. The degree of each quality factor on intention to purchase was higher as customer involvement was higher. Theoretical and practical implications were drawn from these findings.

• Industry Promotion Research
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• v.8 no.3
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• pp.181-199
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• 2023

E-commerce is gradually upgrading from traditional text and image formats to short video and livestreaming formats. Livestreaming e-commerce enriches the content and forms of information dissemination and product display, enhances the consumer's shopping experience, and gradually becomes the mainstream new consumer scene. However, there are many negative phenomena in the development of livestreaming e-commerce, such as false propaganda, counterfeit goods, and various negative events, which seriously affect the level of consumer trust in livestreaming e-commerce. Trust is the core competitive factor of livestreaming e-commerce. Based on previous research on trust theory and combined with the characteristic elements of "people, goods, and scenes" of livestreaming e-commerce, this article constructs a trust model for livestreaming e-commerce, proposes hypotheses, and proves through empirical research that factors such as store characteristics, livestream host characteristics, brand image, product information, platform reputation, livestreaming situation, and trust tendency have a significant positive impact on consumer trust. Based on the research conclusions, this article provides insights and management suggestions, such as emphasizing the construction of store characteristic indicators, creating desirable livestream host characteristics, focusing on product brand building and selection, maintaining the display of product information, selecting suitable livestreaming platforms, and creating rich content for livestreaming situations.

• The Journal of the Korea Contents Association
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• v.21 no.3
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• pp.576-589
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• 2021

Live commerce as a new form of service that combines live streaming service with e-commerce is gaining a growing attention from many people with diffusion of a new trend of untact economy. In this context, this research examines what leads to user satisfaction of live commerce. In especial, this research conceptualized several determinants that might affect user satisfaction of live commerce from three dimensions of users, information sources and platforms. It also tested whether those factors had influences on user satisfaction of live commerce empirically. The sample in this study was responses of 218 people in their 20s and 30s who had experienced using live commerce. They were analyzed using a hierarchical regression analysis. The findings revealed that depression and innovativeness from the dimension of users, attractiveness of show host from that of information sources, and physical affordance and perceived interaction among users from that of platforms had significant influences on user satisfaction of live commerce.