The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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The effect of live commerce's para-social interaction on satisfaction with the experience - Focused on the moderated mediation effect of self-image congruity -

라이브 커머스의 의사사회적 상호작용이 경험 만족도에 미치는 영향 - 자아 이미지 일치성의 조절된 매개효과를 중심으로 -

  • 김효정 (이화여자대학교 의류산업학과) ;
  • 박민정 (이화여자대학교 의류산업학과)
  • Received : 2020.09.18
  • Accepted : 2020.11.30
  • Published : 2020.12.31
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Abstract

Live-streaming commerce business is growing as the consumption of video content and Smartphone shopping increases. This study examines the following three aspects: whether para-social interaction influences perceived interactivity; whether seller trust affects satisfaction with the experience; whether relationships are controlled by a moderated mediator of self-image congruity. An online survey was conducted with 203 women aged 20-30 years. They were asked to respond to the survey after watching a beauty category live-streaming commerce broadcast. The results revealed that the para-social interaction had a significant effect on perceived interactivity, seller trust and satisfaction with the experience. The findings also indicated that the perceived interactivity and seller trust mediated the relationship between para-social interaction and satisfaction with the experience. Regarding the mediated moderation effect of self-image congruity, it was statistically significant between para-social interaction and perceived interactivity through seller trust. A higher level of consumer's self-image congruity influenced the greater effect of para-social interaction on live commerce experience. This study makes important theoretical contributions to the para-social interaction in mobile commerce industry by emphasizing the mediating role of perceived interactivity and seller trust. This is achieved by examining the moderating effects of self-congruity on satisfaction with the experience. The results also verify the seller's crucial role in live-streaming commerce market which leads to the consumers greater fulfillment.

Keywords

Acknowledgement

This study was supported by the Ewha Womans University scholarship of 2020.

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