라이브 커머스 이용 동기와 플랫폼 특성이 만족도와 재구매의도에 미치는 영향 연구: MZ세대를 중심으로

초록

This study investigated the Influence of Usage Motivation, Platform Attribute, Satisfaction and Repeat-Using Intention in Live Commerce. The result of study have shown first, that the interactivity of MZ generation consumers using Live Commerce has a significant impact on satisfaction. Second, it was analyzed that the cost-effectiveness of perceived by Live Commerce consumers has significantly affect satisfaction. Third, entertainment related to the use of Live Commerce was found to have a significant impact on satisfaction. Fourth, the usefulness of perceived by Live Commerce users has a significant impact on satisfaction. Fifth, it was investigated that the ease of use Live Commerce perceived by the MZ generation did not significantly affect satisfaction. Sixth, it was analyzed that satisfaction with Live Commerce had a significant impact on the repeat-using intention. Through this verification process, it has a theoretical background related to the influence of Live Commerce and an academic significance to broaden the audience’s understanding. Also, the results of this study are judged to be able to present the significance of the practical level related to Live Commerce, which is expected to show the scalability of the market in the future.

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