MZ세대의 라이브 커머스 식품 구매 지속이용의도에 관한 연구

Abstract

The food service industry faced a serious crisis, because of the long-term economic recession caused by COVID-19. Meanwhile, the transaction amount of online food market is more increased than that before the outbreak of COVID-19. Such a change in the food industry trend at the beginning of the non-contact era makes food service businesses attract consumers’ attention. In particular, the MZ generation has emerged as a main consumers in the non-contact era, so food service businesses pay attention to the live commerce. This study was, therefore, conducted to examine the MZ generation’s continuous use intention that is varied depending on the perceived value of the live commerce. To examine the factors of the live commerce, this study drew four perceived benefit factors of the live commerce, such as convenience, economy, diversity and playfulness and three perceived sacrifice factors, such as heterogeneity of products, risk of delivery and technical effort, from in-depth interviews. The questionnaires were administered to MZ generation who perceive that food is marketed on the live commerce. The results of this study can be summarized as follows. The convenience, economy and playfulness of the live commerce make the MZ generation take it seriously, so businesses need to produce convenient products with price competitiveness and playful broadcast contents with a good communicative function in using the live commerce. Both convenience and playfulness have significant effects on the continuous use intention, so they should be considered and developed to encourage customers to continuously use the live commerce.