라이브 커머스에서 고객의 충동구매 행동에 관한 포괄적 분석

A Comprehensive Analysis of Customers’ Impulsive Buying Behavior in Live Commerce

Purpose - The purpose of this study is to understand customer purchasing phenomenon in live commerce from the perspective of impulse buying. Design/Methodology/Approach - In this study, in order to study factors affecting impulse buying behavior in live commerce, factors affecting impulse buying behavior were classified into four characteristic areas using flow and perceived usefulness as mediators. The four characteristic areas are live commerce platform characteristics, information source characteristics, product characteristics, and individual characteristics. A total of 290 copies of valid data were collected through a questionnaire survey, which was empirically analyzed using structural equation modeling. Findings - As a result of the study, it was found that sense of reality, credibility, and entertainment affect flow, low price, trendy product, and high involvement product affect perceived usefulness, and perceived usefulness and flow affect impulse buying behavior. Research Implications - Practitioners that want to achieve business results by utilizing impulse purchases in live commerce first select products with high involvement, and during the broadcast process, they emphasize the practical benefits that consumers can obtain from purchasing products to make it fun instead of boring.