New generation commerce: The rise of live commerce (L-commerce)
- Authors
- Yun, Jeewoo; Lee, Don; Cottingham, Michael; Hyun, Hyowon
- Issue Date
- Sep-2023
- Publisher
- ELSEVIER SCI LTD
- Keywords
- Live commerce (L-commerce); Customer satisfaction; Repurchase intention; Customer loyalty
- Citation
- JOURNAL OF RETAILING AND CONSUMER SERVICES, v.74, pp.1 - 10
- Indexed
- SSCI
SCOPUS
- Journal Title
- JOURNAL OF RETAILING AND CONSUMER SERVICES
- Volume
- 74
- Start Page
- 1
- End Page
- 10
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/186368
- DOI
- 10.1016/j.jretconser.2023.103394
- ISSN
- 0969-6989
- Abstract
- Live commerce (L-commerce) is an emerging distribution channel that has transformed consumer shopping preferences. Owing to the COVID-19 pandemic, consumers’ need for non-face-to-face (NFTF) commerce increased rapidly. However, unlike face-to-face (FTF) commerce, NFTF commerce has disadvantages. It lacks interactivity. The newly emerged L-commerce addresses this deficiency using real-time streaming technology. It is positively evaluated in various business segments. This study investigated the structural relationships between the characteristics of L-commerce, customer satisfaction, repurchase intention, and customer loyalty to L-commerce. The moderating effects of security and privacy (SP) and the perceived price advantage (PPA) were further examined. The findings represent a priori research that empirically proves the effectiveness of L-commerce.
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