Abstract

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.