라이브커머스 플랫폼 설계와 구매 후 인지부조화: 전자상거래 반품 및 운영 관리에 대한 시사점

초록

This study investigates how livestream commerce platform environments influence post-purchase dissonance, a critical antecedent of product returns and reverse logistics costs in electronic commerce. Drawing on the stimulus–organism–response framework and reverse logistics perspectives, the study examines how parasocial interaction and e-servicescape dimensions—namely aesthetic appeal, functionality, and content adequacy—lead to purchase dissonance through impulse purchase, perceived value, and perceived service quality. Survey data were collected from 702 livestream shoppers in China, and structural equation modeling was employed to test the proposed relationships. The findings reveal that aesthetic appeal significantly increases impulse purchases, which in turn elevate purchase dissonance and potentially increase return risks. In contrast, functionality and content adequacy reduce purchase dissonance through their total effects, suggesting that information-rich and operationally efficient platform design mitigates post-purchase regret. By linking digital service environment design to post-purchase dissonance, this study contributes to logistics and supply chain management literature by identifying behavioral antecedents of reverse logistics generation in livestream commerce. The findings provide practical implications for platform operators seeking to reduce return-related operational costs and enhance supply chain efficiency through strategic service environment design.

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