학술논문
중국 라이브커머스 왕홍의 특성이 시청자의 구매의도에 미치는 영향: S-O-R 모델과 플로우 경험이론을 중심으로
Document Type
Academic Journal
Source
호텔경영학연구. 2021-10 30(7):145-165
Subject
Language
Korean
ISSN
1226-8747
Abstract
본 연구는 중국 라이브커머스를 시청해본 중국인을 대상으로, S-O-R 모델과 플로우(Flow) 이론을 기반으로 중국 라이브커머스 왕홍의 특성이 시청자의 구매의도에 미치는 영향 관계를 연구하는 데 목적이 있으며, 이를 확인하기 위하여 라이브커머스 왕홍의 특성의 개념과 중요성, S-O-R 모델, 플로우(Flow) 이론, 구매의도에 관련된 문헌을 통하여 정립하였다. 본 연구의 목적을 달성하기 위하여총 352 부의 유효표본을 수집하여 연구 분석에 사용하였다. 본 연구는 SPSS 22, AMOS 26 통계프로그램을 사용하여 가설을 검정하였다. 연구결과를 요약하자면 첫째, 라이브커머스 왕홍의 특성의 하위요인 중 전문성, 교호성과 매력성은 플로우 경험인 집중에 유의한 영향을 미치며, 신뢰성과 집중 간의 영향 관계가 없는 것으로 나타났다. 둘째, 라이브커머스 왕홍의 특성인 신뢰성, 전문성, 교호성과 매력성은 모두 플로우 경험인 즐거움에 긍정적 영향을 미치는 것으로 나타났다. 셋째, 플로우 경험인 집중과 즐거움은 모두 구매의도에 유의한 영향을 미치는 것으로 나타났다. 이러한 실증분석을 통하여 나온 결과는 코로나-19의 부정적 영향을 받고 있는 한국유통기업들이 중국 시장 진출 시 효율적인 왕홍 마케팅 전략 수립에 도움이 되거나 한국 내 라이브커머스 산업의 성장에도 도움이 될 수 있다.
The purpose of this study is to study the relationship between the influence of the characteristics of Chinese live commerce wanghong on the purchase intention of viewers based on the S-O-R model and flow theory, targeting Chinese who have watched Chinese live commerce. To confirm this, this study was established through literature related to the concept and importance of the characteristics of wanghong in live commerce, the S-O-R model, flow theory, and purchase intention. In this study, a total of 352 valid samples were collected and used for research analysis. The hypothesis was tested using SPSS 22 and AMOS 26 statistical programs. To summarize the research results, first, among the sub-factors of the characteristics of live commerce wanghong, professionalism, interactivity, and attractiveness had a significant effect on concentration, which is a flow experience, and it was found that there was no relationship between reliability and concentration. Second, it was found that reliability, professionalism, interactivity, and attractiveness, which are characteristics of live commerce wanghong, all had a positive effect on the enjoyment of the flow experience. Third, both concentration and enjoyment, which are flow experiences, were found to have a significant effect on purchase intention. The results from this empirical analysis can help Korean distribution companies that have been negatively affected by COVID-19 to establish effective wanghong marketing strategies when entering the Chinese market, or help the growth of the live commerce industry in Korea.
The purpose of this study is to study the relationship between the influence of the characteristics of Chinese live commerce wanghong on the purchase intention of viewers based on the S-O-R model and flow theory, targeting Chinese who have watched Chinese live commerce. To confirm this, this study was established through literature related to the concept and importance of the characteristics of wanghong in live commerce, the S-O-R model, flow theory, and purchase intention. In this study, a total of 352 valid samples were collected and used for research analysis. The hypothesis was tested using SPSS 22 and AMOS 26 statistical programs. To summarize the research results, first, among the sub-factors of the characteristics of live commerce wanghong, professionalism, interactivity, and attractiveness had a significant effect on concentration, which is a flow experience, and it was found that there was no relationship between reliability and concentration. Second, it was found that reliability, professionalism, interactivity, and attractiveness, which are characteristics of live commerce wanghong, all had a positive effect on the enjoyment of the flow experience. Third, both concentration and enjoyment, which are flow experiences, were found to have a significant effect on purchase intention. The results from this empirical analysis can help Korean distribution companies that have been negatively affected by COVID-19 to establish effective wanghong marketing strategies when entering the Chinese market, or help the growth of the live commerce industry in Korea.