Journal of Digital Contents Society (디지털콘텐츠학회 논문지)

Digital Contents Society (한국디지털콘텐츠학회)
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Factors Influencing Product Purchase Intention in Taobao Live Streaming Shopping

타오바오 라이브 스트리밍 쇼핑의 제품 구매 의도에 영향을 미치는 요인

  • Wang, Zhaoxing (Interdisciplinary Program of E-commerce, Graduate School of Chonam National University) ;
  • Lee, Sang-Joon (School of Business Administration, Chonnam National University) ;
  • Lee, Kyeong-Rak (School of Business Administration, Chonnam National University)
  • 왕조신 (전남대학교 대학원 전자상거래협동과정) ;
  • 이상준 (전남대학교 경영학부) ;
  • 이경락 (전남대학교 경영학부)
  • Received : 2018.04.16
  • Accepted : 2018.04.27
  • Published : 2018.04.30
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Abstract

We studied on factors influencing product purchase intention in Taobao live streaming shopping by adopting the Elaboration Likelihood Model (ELM). We used the survey method to collect the data and examine the hypotheses. The results are as follows. Source attractiveness has stronger effect on attitude toward product in the condition of hedonic product than in the condition of utilitarian product. Argument Quality has stronger effect on attitude toward product in the condition of utilitarian product than in the condition of hedonic product. In additional analysis, in the condition of the hedonic product, both of the source attractiveness and the argument quality have a positive effect on the attitude toward product. While argument quality has a positive effect on attitude toward product, but the attractiveness has no significant effect on the attitude toward product in the condition of utilitarian product. Finally, attitude toward product has a positive effect on product purchase intention.

본 논문은 정교화 가능성 모델을 채택하여 타오바오 라이브 스트리밍 쇼핑에서 제품 구매 의도에 영향을 미치는 요소에 대해 연구하였다. 설문 조사 방법을 사용하여 데이터를 수집하고 가설을 조사하였다. 연구 결과 출처 매력은 실용적인 제품보다 쾌락제품에서 제품에 대한 태도에 더 큰 영향을 미쳤고, 논증 품질은 실용적인 제품에서 쾌락 제품보다 제품에 대한 태도에 더 큰 영향을 미쳤다. 추가 분석에서, 쾌락 제품에 대하여, 출처 매력과 논증 품질은 모두 제품에 대한 태도에 긍정적인 영향을 미치고, 논증 품질은 제품에 대한 태도에 긍정적인 영향을 미치지만, 출처 매력은 실용적 제품에 대한 태도에 유의한 영향을 미치지 않았다. 마지막으로, 제품에 대한 태도는 제품 구매 의도에 긍정적인 영향을 미치는 것으로 나타났다.

Keywords

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