발간년도 : [2023]
| 논문정보 |
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| 논문명(한글) |
[Vol.18, No.6] Live Commerce in China's Jewelry Industry: Exploring the Key Attributes (Host, Product, Studio) and Their Impact on Customer Sentiment and Impulse Buying Behavior with a Focus on the SOR Model |
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| 논문투고자 |
Zhe Su, Hyoungtae Kim, Zhang Zhaoxia |
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| 논문내용 |
Around 2020, Covid-19 broke out on a large scale worldwide, increasing the burden of physical storeoperations, and even many physical stores are unable to operate properly. Thus, live broadcasting in variousindustries, jewelry industry is no exception. The technical threshold of direct broadcast marketing is nothigh, and it can bring profits directly to enterprises, which has become a self-rescue measure duringCovid-19.The purpose of this study is to discuss the influence of three factors (anchor, product and liveroom) on consumer sentiment and impulse buying behavior in jewelry industry. A total of 281 validsamples were returned from an online survey of Chinese consumers. SPSS 27 is used to processdata, do correlation analysis and regression analysis to verify whether the hypothesis is valid.Firstly, from the perspective of anchors, the attractiveness of anchors has a significant positiveeffect on consumer sentiment and impulsive buying, but the professionalism of anchors has nosignificant effect on consumer sentiment and impulsive buying. Secondly, from the point of viewof products, the discount of jewelry products has a significant positive effect on consumersentiment and impulsive purchase, while the value and scarcity of products have no significanteffect on consumer sentiment. Thirdly, visual display and auditory background music have asignificant positive effect on consumers' emotions, while live lighting has no significant effect onconsumers' emotions and impulsive purchases. Fourthly, consumer sentiment has intermediaryeffect in three aspects: anchor, product, live broadcast and consumer ismpulse buying behavior.The research results will be helpful to the development of Chinese jewelry enterprises in livebroadcasting Jewelry live broadcasts should enhance the anchor's charm, appropriate discounts,and rational use of visual and auditory effects will create greater profits. |
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