@article{ART003084028},
author={Na-Eun Jung and Hyung-Seok Lee},
title={The Effects of Live Commerce's Experience Economy Factors on Consumer's Flow, Attitude, and Purchase Intention},
journal={Journal of The Korea Society of Computer and Information},
issn={1598-849X},
year={2024},
volume={29},
number={5},
pages={55-66},
doi={10.9708/jksci.2024.29.05.055}
TY - JOUR
AU - Na-Eun Jung
AU - Hyung-Seok Lee
TI - The Effects of Live Commerce's Experience Economy Factors on Consumer's Flow, Attitude, and Purchase Intention
JO - Journal of The Korea Society of Computer and Information
PY - 2024
VL - 29
IS - 5
PB - The Korean Society Of Computer And Information
SP - 55
EP - 66
SN - 1598-849X
AB - The purpose of this study was to identify the experience factors (4Es) of live commerce that provide differentiated value for consumers based on Pine & Gilmore's experience economy and analyze the relationships between experience factors, flow, attitude, and purchase intention. This study conducted an online survey to collect live commerce user responses and employed a path analysis to test the research hypotheses, using Smart PLS 4.0. The results of the study were as follows: 1) all experience factors had significant effects on flow, 2) both entertainment experience and educational experience had significant effects on attitude, while esthetic experience and escapist experience did not have significant effects on attitude, 3) flow had a significant effect on attitude and purchase intention respectively, and 4) attitude had a significant effect on purchase intention. The findings of the study are expected to provide the implications for further research and marketing strategies grounded on the understanding of the experience factors in live commerce.
KW - Live commerce;Experience economy;Flow;Attitude;Purchase intention
DO - 10.9708/jksci.2024.29.05.055
ER -
Na-Eun Jung and Hyung-Seok Lee. (2024). The Effects of Live Commerce's Experience Economy Factors on Consumer's Flow, Attitude, and Purchase Intention. Journal of The Korea Society of Computer and Information, 29(5), 55-66.
Na-Eun Jung and Hyung-Seok Lee. 2024, "The Effects of Live Commerce's Experience Economy Factors on Consumer's Flow, Attitude, and Purchase Intention", Journal of The Korea Society of Computer and Information, vol.29, no.5 pp.55-66. Available from: doi:10.9708/jksci.2024.29.05.055
Na-Eun Jung, Hyung-Seok Lee "The Effects of Live Commerce's Experience Economy Factors on Consumer's Flow, Attitude, and Purchase Intention" Journal of The Korea Society of Computer and Information 29.5 pp.55-66 (2024) : 55.
Na-Eun Jung, Hyung-Seok Lee. The Effects of Live Commerce's Experience Economy Factors on Consumer's Flow, Attitude, and Purchase Intention. 2024; 29(5), 55-66. Available from: doi:10.9708/jksci.2024.29.05.055
Na-Eun Jung and Hyung-Seok Lee. "The Effects of Live Commerce's Experience Economy Factors on Consumer's Flow, Attitude, and Purchase Intention" Journal of The Korea Society of Computer and Information 29, no.5 (2024) : 55-66.doi: 10.9708/jksci.2024.29.05.055
Na-Eun Jung; Hyung-Seok Lee. The Effects of Live Commerce's Experience Economy Factors on Consumer's Flow, Attitude, and Purchase Intention. Journal of The Korea Society of Computer and Information, 29(5), 55-66. doi: 10.9708/jksci.2024.29.05.055
Na-Eun Jung; Hyung-Seok Lee. The Effects of Live Commerce's Experience Economy Factors on Consumer's Flow, Attitude, and Purchase Intention. Journal of The Korea Society of Computer and Information. 2024; 29(5) 55-66. doi: 10.9708/jksci.2024.29.05.055
Na-Eun Jung, Hyung-Seok Lee. The Effects of Live Commerce's Experience Economy Factors on Consumer's Flow, Attitude, and Purchase Intention. 2024; 29(5), 55-66. Available from: doi:10.9708/jksci.2024.29.05.055
Na-Eun Jung and Hyung-Seok Lee. "The Effects of Live Commerce's Experience Economy Factors on Consumer's Flow, Attitude, and Purchase Intention" Journal of The Korea Society of Computer and Information 29, no.5 (2024) : 55-66.doi: 10.9708/jksci.2024.29.05.055
