발간년도 : [2023]
| 논문정보 |
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| 논문명(한글) |
[Vol.18, No.1] Effect of Live Commerce Characteristics on Purchase Satisfaction and Repurchase Intention when Purchasing Jewelry |
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| 논문투고자 |
Won-Chul Joo, Kang-Hee Lee |
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| 논문내용 |
The purpose of this study was to identify the effects of live commerce characteristics on purchase satisfaction and repurchase intention when purchasing jewelry by conducting an online survey targeting those who have experience purchasing jewelry through live commerce. The effect of live commerce characteristics on purchase satisfaction and repurchase intention when purchasing jewelry was compared according to gender and age, and the effect of purchase satisfaction on repurchase intention was investigated according to gender and age. As a result of the analysis, the factors that have a significant effect on purchase satisfaction are practicality and informativeness on men, and practicality, interactivity, and informativeness on women. It was found that practicality, entertainment, and informativeness have a considerable effect on those in their 20s, and practicality and informativeness in those in their 30s. Among the factors affecting the repurchase intention, practicality and entertainment were found to have a significant effect on men, and practicality, entertainment, and informativeness on women. It was found that practicality and entertainment had a significant effect on both 20s and 30s. Based on the research, it is necessary to establish sales and marketing strategies according to the consumer target who intends to purchase jewelry through live commerce in the future. |
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