인플루언서 및 상품 특성을 통한 라이브 커머스 지속구매의도 연구

초록

With the rapid development of e-commerce, live broadcasting with products also shows a relatively large development trend. Among them, as one of the main sales items of live broadcasting, food may show good prospects for development. The purpose of this paper is to investigate how influencer and products characteristics affect consumers' continued purchase intention in food-related live broadcasts and compare the two to explore which characteristics have the greatest impact on consumers' continued purchase intention. The results of the study show that there is no significant difference between the characteristics of the product and the characteristics of the influencer on consumer attitudes. SO food companies should pay more attention to the quality and safety of food. Second, since the homogeneity factor among influencer characteristics has a great influence on the consumers' intention to continue purchasing, companies should pay more attention to selecting influencers similar to the brand image. Third, when purchasing food in live commerce, it was found that consumers placed great importance on food safety. Food safety information should be provided so that consumers can purchase it with confidence. Fourth, young customers are major consumers of food-related live commerce, so it is necessary to attract young customers.

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