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This study was conducted to subdivide the market for travel product live commerce users and analyze the differences between their characteristics and customer citizenship behavior. First, factor analysis was conducted to derive three characteristic factors of the travel product live commerce platform. Second, cluster analysis was conducted and classified into a total of three groups. Finally, ANOVA analysis was used to find the differences in demographic characteristics and customer citizenship behavior by cluster. As a result, it was confirmed that the higher the awareness of the characteristics of the travel product live commerce platform, the more active the customer's citizenship behavior was. This study presents practical marketing strategies and directions for live commerce, which is emerging as the latest trend.



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Travel Product Live Commerce, Customer Citizenship Behavior, Market Segmentation