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Relationship between Content Characteristics, Immersion, and Customer Purchase Intention in Live-streaming Commerce

융합경영연구 / The Journal of Economics, Marketing and Management, (E)2288-7709
2023, v.11 no.3, pp.67-79
https://doi.org/https://doi.org/10.20482/jemm.2023.11.3.67
Bir Bahadur TRIPURA (Department of Management Information Systems, Gyeongsang National University)
Jae-Hyeon KIM (Contents Financing Support Group, Korea Creative Content Agency)
Sung Eui CHO (Department of Management Information Systems, Gyeongsang National University)
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Abstract

Purpose: This study examines the relationship between content characteristics and customer viewing and purchase intention in live-streaming commerce. Research design, data, and methodology: For this purpose, seven independent factors such as entertainment, artistry, storytelling, informativity, interactivity, reliability, and technicality are extracted based on previous literature. The viewing intention and purchase intention are adopted as dependent factors. The role of 'immersion' is investigated as a mediating factor between the independent and dependent factors. Results: The results showed that entertainment, artistry, technicality, and reliability significantly affected immersion, and immersion affected viewing intention and purchase intention. Immersion was found to play a mediating role between content characteristics and consumer viewing and purchase intention. Conclusions: The results indicate that the content characteristics not only attract customers but also affect their immersion, viewing intention, and purchase intention directly or indirectly in the live-streaming commerce sector.

keywords
Content characteristics, live-streaming commerce, immersion, customer purchase intention, electronic commerce

융합경영연구