소셜네트워크(SNS) 상 실시간 대화형 전자상거래에서 인플루언서의 역할

초록

Purpose: Based on the development of business models using social network services (SNS), we examine the role of one-person media creators so called ‘influencer’ and the emergence of live commerce on the effectiveness of marketing in E-commerce, and suggest that proper use of real-time interactive e-commerce will provide new growth engines in E-commerce. Composition/Logic: This article first explains the development of business model using social network services and the emergence of real-time interactive e-commerce due to the development of communication technology, and then explains the influence and ripple effects of influencer and live commerce in real-time interactive e-commerce. Next, we introduce the case of real-time interactive e-commerce in China, present the difference between real-time interactive e-commerce and existing e-commerce, and then propose recommendations for using interactive e-commerce for marketing, sales and production. Findings: The use of real-time interactive e-commerce provides the possibility of securing new growth engines for companies. In addition, among real-time interactive e-commerce, it is necessary to find right influencers that match up with the characteristics of the products and services. Understanding the role of influencer and live commerce-related ecosystems will lead us to a new business opportunity in e-commerce. Cautions using influencers in e-commerce are also mentioned. Originality/Value: The concept of real-time interactive e-commerce was presented, the concept of influencer and live commerce was explained, and the role of influencer on SNS was presented through the degree of consumer participation in the production and sales process of the product as a difference between the existing e-commerce platform and real-time interactive e-commerce. In conclusion, it proposes participation and utilization of real-time interactive e-commerce as a way to secure new competitiveness for companies.

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