AI-applied Live Commerce Creator Training for Employed Professionals

초록

This study developed a systematic educational model for the purpose of strengthening the job competencies of incumbent and prospective entrepreneurs in the rapidly growing live commerce industry centered on online platforms and verified its effectiveness. Live commerce has established itself as a new digital distribution and marketing model that directly affects consumers' purchasing decisions through real-time communication and participation, but it is difficult to create sustainable results due to the lack of expertise of creators, differences in broadcasting capabilities, and limitations in persuasive communication. Therefore, this study systematized the education promotion system based on the Input-Process-Output (IPO) model, and designed the contents of education through analysis of the operation principles of the AI-based commerce industry structure and recommendation, exposure, and purchase conversion algorithm. Twenty-six incumbent and prospective entrepreneurs participated in the 12-hour and 6-hour curriculum, and by applying on-site lectures, content production using AI tools, sales strategy analysis by platform, and customized profit generation strategy design in stages, we sought to improve practical and practical response capabilities. Educational outcomes were classified and evaluated as profit-generating capabilities, broadcasting and operation capabilities, AI practical application capabilities, job expansion and career growth potential, and it was confirmed that the convergence of AI technology and practical education plays an important role in strengthening job competencies in the live commerce field and expanding new employment and start-up opportunities. This study provides implications for the development of a practical educational model in response to changes in the digital distribution environment and the effective application of education using AI.

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