넷플릭스와 아마존 사례연구에서 나타난 스트리밍 커머스의 편의성, 유희성, 상호작용성

Convenience, Playfulness, and Interactivity of Streaming Commerce Examined in Netflix and Amazon Case Studies

Background/Objectives: This study explores the intricate dynamics of convemence, playfulness, and interactivity of streaming commerce, as exemplified by the prominent platforms such as Netflix and Amazon. The study strategically examined two emblematic cases, namely, Netflix's “Get Organized with the Home Edit” and Amazon's “Making the Cut.” Methods: Through a systematic approach based on Yin' s (2017) methodology, the study unfolded in three discernible stages according to established research protocols. Starting with a meticulous literature review, this study laid the groundwork for establishing propositions underpinning the essence of convenience, playfulness, and interactivity within s treaming commerce. Subsequently, to dissect the nuances of the selected cases, a meticulous case analysis was conducted, thereby providing a holistic understanding of their operational mechanisms. Finally, interpretations were drawn, juxtaposing the findi ngs with rival explanations to strengthen the robustness of the derived propositions. Results: Both cases showcased a s trategic focus on elevating shopping convenience by leveraging multifaceted channels, effectively immersing consumers in engaging playful content, and employing compelling storytelling strategies to maintain las ting interest in the showcased products. Furthermore, this study emphasized these platforms' pivotal role in fostering greater interaction among consumers while fostering communal bonds. A critical aspect of this study was the meticulous consideration and subsequent dismissal of rival explanations that posited the cases as mere products of product placement or indirect advertising. This rigorous examination and rejection of alternative interpretations solidified the credibility and authenticity of the derived propositions. Conclusion/Implications: This study enriches the field of streaming commerce by uncovering the key aspects of convenience, playfulness, and interactivity. Moreover, it establishes a robust methodology for future case studies and offers actionable insights to improve consumer engagement in streaming commerce.