earticle

영어

The ultimate purpose of Live Streaming Commerce, which has recently attracted attention as a new e-commerce platform, is to induce viewers to make continuous purchases. In this study, the process of live streaming commerce and influencer characteristics (stimulus) leading to repurchase intention (response) through parameters (organic) was empirically investigated by applying a stimulus-organic-reaction (S-O-R) model widely used in psychology, centering on the Chinese live streaming commerce platform. Specifically, the live streaming commerce characteristics were defined as interactivity, entertainment, information, and economics, while the influencer characteristics were defined as reliability, expertise, and attractiveness. Flow and satisfaction were set as parameters, and repurchase intention was set as dependent variables. As a result of conducting an empirical analysis on 410 Chinese viewers, it was found that all characteristic variables except for information characteristic of live streaming commerce and reliability characteristic of influencers had a significant effect on repurchase intention through flow and satisfaction. The results of this study are expected to provide useful information to live streaming commerce practitioners about which platform characteristics and influencer characteristics should be focused and improved to increase viewers' flow and satisfaction, thereby increasing repurchase intention.