open access
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open access
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Live commerce, which enhances consumer engagement through real-time interaction between sellers and consumers, positively impacts business performance. While improving consumer engagement requires detailed consideration, existing research on live commerce has focused only on overall engagement levels. Therefore, this research aims to segment consumer engagement into overall and individual levels, empirically analyze their different impacts on live commerce performance, and emphasize the value of consumer engagement. Additionally, we investigate whether these effects differ based on product type (search and experience goods) and analyze interaction effects. Based on domestic live commerce data, the results of this research are as follows: First, consumer engagement positively influences live commerce performance, but excessively high individual consumer engagement can lead to negative experiences for other consumers, resulting in adverse effects. Furthermore, experience goods positively impacted live commerce performance, and high individual consumer engagement positively affected the sales of search goods in live commerce. Therefore, this research presents theoretical implications through the interaction effects between consumer engagement and product type and offers managerial implications for operating live commerce through consumer engagement.
In an online shopping environment, consumers sometimes hesitate to purchase a product even if they evaluate it positively. This is because the product still causes consumers to perceive uncertainty and feel the pain of paying when purchasing the product. This study examined how social cues provided in the online shopping environment affect consumers' purchases. To this end, the authors conducted an field study and two experimental studies. First, we compared data when companies did and did not use social cues on their online shopping platforms. The analysis results show that social cues presented to consumers at the time of purchase have a positive effect on the overall purchase quantity and payment amount of the product. And the results of two experimental studies both show that social cues have a positive effect on consumers' purchases. This is because social cues reduce the uncertainty and pain of paying that consumers perceive in purchasing decisions. Study 2, which investigated the role of product type, shows that the positive effect of social cues is greater for experience products than for search products. Based on these research results, we suggest academic and practical implications.