초록 열기/닫기 버튼
In order to revitalize the live commerce market and discuss ways to improve competitiveness accordingly, this study explores the relationship between various personal characteristics and purchasing experience in live commerce. Data from the Korea Media Panel Survey of the Korea Information Society Development Institute were analyzed. The study focuses on socio-economic variables(gender, age, education level, income level) and personality traits (openness, conscientiousness, extroversion, agreeableness, neuroticism) as personal characteristics, along with consumption orientation(trend seeking, status seeking, economic efficiency seeking). Research findings on correlation with purchasing experience include: Firstly, socio-economic variables such as gender, age, education level, and income level significantly correlated with live commerce purchasing experience. Secondly, higher levels of personality traits, particularly extraversion and agreeableness, increased engagement in live commerce. Thirdly, trend-seeking and status-seeking tendencies negatively impacted the live commerce purchase experience, while the tendency towards economic efficiency seeking was unrelated to the experience. This study provides insights into the field of live commerce and offers a useful reference.
