중국 라이브 커머스 이용자 특성이 이용만족도에 미치는 영향

초록

Due to the impact of Covid-19, non-face-to-face living has spread, and along with it, the e-commerce market has also increased. As a result, the proportion of consumers in the live commerce market continues to increase due to e-commerce and live streaming. Although there have been many previous studies on live commerce including factors such as platforms and influencers, there is still insufficient research conducted on the characteristics of live commerce users. Therefore, this study aims to explore how users' psychological characteristics and motivation to use live commerce affect their satisfaction with live commerce from the perspective of the characteristics of live commerce users, with Chinese live commerce users as the research subjects. Specifically, the psychological characteristics of live commerce users were defined as price sensitivity, risk tolerance, and depression, and user motivation was defined as information seeking motivation, enjoyment motivation, and practical motivation. As a result of conducting an empirical analysis on 380 Chinese live commerce users, this study found that among the psychological characteristics of users, in addition to price sensitivity, users' risk sensitivity and depression had a significant positive effect on user satisfaction. Among users' motivations for use, in addition to enjoyment motivation, information seeking motivation and practical motivation were found to have a positive effect on satisfaction with live commerce.

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