메뉴 건너뛰기
Library Notice
Institutional Access
If you certify, you can access the articles for free.
Check out your institutions.
ex)Hankuk University, Nuri Motors
Log in Register Help KOR
Subject
Humanities
General Humanities History Philosophy Religious Studies Linguistics and Literature Other Humanities
Social science
General Social Science Business Management Tourism Education Military Science Library and Information Science Law Sociology Journalism and Media Studies Psychological Science Political Science and Diplomacy Geography Public Administration Economics International Trade Anthropology Other Social Science
Natural science
General Natural Science Physics Biology Life Sciences Mathematics/Statistics Astronomy Earth Science Chemistry Other Natural Science
Engineering
General Engineering Architectural Engineering Mechanical Engineering Industrial Engineering Material/Energy Engineering Electrical and Electronic Engineering Marine and Ocean Engineering Chemical Engineering Computer Science Other Engineering
Medical science
General Medical Science Nursing Science Veterinary Pharmacy Traditional Korean Medicine Basic Medicine Clinical Medicine Other Medicine
Agriculture and Fishery
General Agriculture and Fishery Agriculture Fishery Science Food Science Forestry Animal Husbandry Marine Transportation Studies Other Agriculture and Fishery
Art and Kinesiology
General Arts Design Fine Arts Cosmetology Photography Music Fashion Kinesiology Performing Media Arts Other Arts and Kinesiology
Interdisciplinary Studies
Interdisciplinary Research Science and Technology Studies Brain and Cognitive Science Technology Policy Other Interdisciplinary Studies

KOR

The Impact of Influencer Characteristics and Platform Affordances on the Likeliness of Impulse Buying: Focusing on the Chinese TikTok Live Commerce Platform
Recommendations
Search
Questions

논문 기본 정보

Type
Academic journal
Author
Sheng, Congyi (Kyung Hee University) Yang, Sung-Byung (Kyung Hee University)
Journal
The Korea Service Management Society Journal of Korea Service Management Society Vol.23 No.2 KCI Accredited Journals
Published
2022.6
Pages
278 - 306 (29page)
DOI
10.15706/jksms.2022.23.2.012

Usage

cover
📌
Topic
📖
Background
🔬
Method
🏆
Result
The Impact of Influencer Characteristics and Platform Affordances on the Likeliness of Impulse Buying: Focusing on the Chinese TikTok Live Commerce Platform
Ask AI
Recommendations
Search
Questions

Abstract· Keywords

Report Errors
With the COVID-19 pandemic, the growth speed of TikTok live commerce exponentially increases, and its potential seems unlimited. Although consumers’ (watchers’) impulse buying is considered one of the main success factors, the specific mechanism on how their impulse buying is influenced has not been clearly investigated. Therefore, based on the S-O-R framework, this study identifies influencer (i.e., attractiveness, expertise, and interactivity) and platform characteristics (i.e., guidance shopping, visibility, and metavoicing) as stimuli factors and examines their impacts on the likeliness of impulse buying (response) through flow (i.e., enjoyment and concentration) as organism factors in Chinese individual live commerce context using the TikTok platform. With survey responses from 324 Chinese consumers who have used TikTok live commerce, research hypotheses were tested using the structural equation modeling (SEM) technique. Research findings show that, with the exception for interactivity and metavoicing, most stimuli factors have an impact on enjoyment and concentration, and both flow-related experiences also influence consumers’ likeliness of impulse buying. This research would enrich the studies on live commerce and expand the S-O-R framework in the context of live commerce. It is expected that this study will provide many practical implications for managers as well.
#Live Commerce #Influencer Characteristics #Platform Affordance #Likeliness of Impulse Buying #S-O-R Framework

Contents

Abstract
I. Introduction
II. Literature Review
III. Research Model and Hypotheses
IV. Research Method
V. Data Analysis and Results
VI. Discussion and Conclusion
References

References (0)

Add References
If the reference is being serviced by DBpia, please register through [Add Reference]

Recommendations

It is an article recommended by DBpia according to the article similarity. Check out the related articles!

Related Authors

Frequently Viewed Together

Social Viewing Characteristics of Ontact Performance and Their Effects on Viewers’ Social Presence and Flow & Viewing Satisfaction and Persistent Viewing Intention: Based on the S-O-R Model
Oh ,  Yooseon ,  Jang and others 5 Journal of Cybercommunication Academic Society 2022 .12
A Composite Study on the Factors Influencing User Stickiness of Short Video APP - Taking TikTok Users as an Example -
Jun Lyu ,  Woo-Jong Yoo The Korean Society of Science & Art 2022 .09
The Influence of Chinese Remale College Students’ Empathy in Female Tik Toker Fashion on Favorability and Purchase Intention
Sheng-Jie Shui ,  Ji-Eun Lee ,  Young-Sook Lee JOURNAL OF THE KOREA CONTENTS ASSOCIATION 2022 .08
The Effect of Tik Tok Users’ Love Types on Love Videos’ Motivation and User Satisfaction
Meng Zhao ,  Xi Yang ,  Sang Hoon Lee Journal of Korea Multimedia Society 2022 .05
A Study on the Types of Impulse Purchasing According to TV Home Shopping and Live Commerce: Focusing on the Reduction of Cognitive Dissonance Experience
Moon ,  Byoung Joo ,  Jung Korean Journal of Marketing 2022 .05

Recently viewed articles

Big Data, Environmental Changes and Distributed Database System
SungRyong ChoKorean Institute of Information Scientists and Engineers2012.05
 금융실명제, 그 필요성과 전망
박충렬1993.06
 An Essay on the Characteristics of Moral Education in Elementary Moral Education Curriculum
ROH CHEOL HYEON2015
 Building a Prediction Model for Stock Delisting with Financial Ratios and Macroeconomic Indicators: Utilizing Optimization and Machine Learning Techniques
Jinkyeong Hwang, Hyeryung Song, Donghee YooKorea Internet Electrornic Commerce Association2023.08

Comments(0)

0

Write first comments.

UCI(KEPA) : I410-ECN-0101-2022-324-001508722