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한국복식학회(IJCF) 학술지영문홈페이지
[ Article ]
International Journal of Costume and Fashion - Vol. 22, No. 1, pp.52-62
ISSN: 2233-9051 (Print) 2288-7490 (Online)
Print publication date 30 Jun 2022
Received 14 Feb 2022 Revised 06 Mar 2022 Accepted 22 Mar 2022
DOI: https://doi.org/10.7233/ijcf.2022.22.1.052

The Effect of Consumers’ Perceived Relational Benefits on Trust, Satisfaction, and Behavioral Intention in Fashion Live Commerce Channel

Shinyoung Park ; Su-yun Shin†
Ph. D. Dept. of Textiles, Merchandising and Fashion Design, Seoul National University, Seoul, Korea
Professor, Dept. of Fashion Design & Marketing, Seoul Women’s University, Seoul, Korea

Correspondence to: † syshin@swu.ac.kr

Citation Park, S. Y. & Shin, S.-Y. (2022). The effect of consumers’ perceived relational benefits on trust, satisfaction, and behavioral intention in fashion live commerce channel. International Journal of Costume and Fashion, 22(1), 52-62.

Abstract

Live commerce is a new media in commerce that has recently been highlighted in social media industries. This study examined the impact of consumers’ perceived relational benefits on consumer trust, satisfaction, purchase intention and continuous use intention in fashion live commerce channels. We conducted an online survey with 232 adult women residing in South Korea who watched a video related to selling fashion products on a live commerce channel. And we analyzed the collected data using SPSS 25.0 and AMOS 23.0 statistical program. The results showed that the perceived relational benefits (i.e., psychological benefits, social benefits, economic benefits, customization benefits) in the live commerce channel had a significant positive effect on consumes’ trust. Also, consumer trust had a positive effect on satisfaction, which, in turn, positively influenced consumer purchase intention and continuous use intention. The results of the study can theoretically extend the consumer behavior research on fashion live commerce channels. In addition, live commerce retailers can use the findings to develop effective marketing strategies.

Keywords:

Live commerce, Relational benefits, Consumer trust, Satisfaction, Behavioral intention

Acknowledgments

This work was supported by a sabbatical year (2020) and research grant (2022) from Seoul Women’s University.

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