Title Page
Contents
Chapter Ⅰ. Introduction 10
1.1. Research Background and Objectives 10
1.1.1. Research Background 10
1.1.2. Research Objectives 15
1.2. Research Method and Structure 16
1.2.1. Research Method 16
1.2.2. Research Structure 17
Chapter Ⅱ. Theoretical Background 19
2.1. Live-stream commerce 19
2.2. Participation Motivation of live-stream commerce 23
2.3. Brand Image 29
2.4. Consumer Dependence 33
2.5. Satisfaction 36
2.6. Consumer Purchase Intention 40
Chapter Ⅲ. Research Model and Hypotheses 46
3.1. Research Model 46
3.2. Measurement index design of variables 47
3.2.1. Participation Motivation of Live-stream Commerce 47
3.2.2. Consumer Dependence 49
3.2.3. Brand Images 50
3.2.4. Viewer Satisfaction 52
3.2.5. Repurchasing Intention 54
3.3. Hypotheses Building 56
3.3.1. Participation Motivation of Live-stream Commerce on Consumer Dependence 56
3.3.2. Consumer Dependence on Brand Image 57
3.3.3. Consumer Dependence on Viewer satisfaction 59
3.3.4. Brand Image on Purchase Intention 61
3.3.5. Viewer Satisfaction on Purchase Intention 63
3.4. Composition of Questionnaire and Method of Measurement 64
3.4.1. Composition of Questionnaire 64
3.4.2. Method of Measurement 65
Chapter Ⅳ. Empirical Analysis 67
4.1. Characteristics of Sample Data 67
4.1.1. Demographic Characteristics 67
4.1.2. General Demographic Characteristics 68
4.2. Validity Test 70
4.2.1. Participation Motivation of Live-stream commerce 70
4.2.2. Consumer Dependence 72
4.2.3. Brand Images 72
4.2.4. viewer satisfaction 73
4.2.5. Purchase Intention 74
4.3. Hypothesis verification: based on structural equation model (SEM) 75
4.3.1. Measurement reliability and convergence validity 75
4.3.2. Discriminant validity 81
4.3.3. Structural equation Model (SEM) based analysis 83
4.4. Hypothesis Verification 87
4.5. Hypothesis Verification Results 91
4.6. Research Findings 92
Chapter Ⅴ. Conclusion 96
5.1. Research Results and Implications 96
5.1.1. Research Results 96
5.1.2. Implications 98
5.2. Research Deficiencies and Future Development Direction 102
References 104
Abstract 115
국문초록 122
Appendix 126
Table〈2-1〉 Development Advantages of Live-stream Commerce 23
Table〈2-2〉 Factors Influencing the Participation Motivation of Live-stream Commerce 28
Table〈2-3〉 Factors Influencing Brand Image 33
Table〈2-4〉 The Influence of Consumer Dependence on Consumer Behavior 36
Table〈2-5〉 Factors Influencing of Satisfaction 40
Table〈2-6〉 Factors Influencing Consumer Purchase Intention 45
Table〈3-1〉 Index System of Participation Motivation of Live-stream Commerce 48
Table〈3-2〉 Index System of Consumer Dependence 50
Table〈3-3〉 Index System of Brand Image 52
Table〈3-4〉 Index System of Viewer Satisfaction 54
Table〈3-5〉 Index System of Purchase Intention 55
Table〈4-1〉 Demographic Characteristics 68
Table〈4-2〉 General Demographic Characteristics 69
Table〈4-3〉 Validity Test Result of Participation Motivation of Live-stream Commerce 71
Table〈4-4〉 Validity Test Result of consumer dependence 72
Table〈4-5〉 Validity Test Result of Brand Images 73
Table〈4-6〉 Validity Test Result of Viewer Satisfaction 74
Table〈4-7〉 Validity Test Result of Purchase Intention 75
Table〈4-8〉 CFA analysis: Component reliability and convergence validity of potential variables and observed variables 80
Table〈4-9〉 Discriminant validity identification 83
Table〈4-10〉 Regression results of SEM path coefficients 88
Table〈4-11〉 Linear Regression Analysis Results of Research Hypothesis Analysis 91
Figure〈1-1〉 The Structure of the Study 18
Figure〈3-1〉 Research Model 46
Figure〈4-1〉 First-order CFA (report model fit index) 76
Figure〈4-2〉 First-order CFA (no model fit indicators are reported) 77
Figure〈4-3〉 First-order CFA Model (fully correlated potential variables) 82
Figure〈4-4〉 Coefficient of model fit and non-standardization 86
Figure〈4-5〉 Coefficient of model fit and standardization 87