온라인 라이브 경매의 특성이 지각된 가치와 구매의도에 미치는 영향

Abstract

The Effects of Online Live Auction Characteristics on Perceived Value and Purchase Intention WANG JING XIAN Advisor : Prof. Kang, Seongho Ph.D. Department of Business Administration Graduate School of Chosun University Since the outbreak of the COVID-19 pandemic in 2020, there have been profound impacts on the global economy and society, particularly on traditional industries such as the auction industry and art market. With the rapid development of internet technology and e-commerce industry, a new form of e-commerce marketing called live-streaming e-commerce has rapidly emerged as a new driving force for China's economic growth. Live-streaming e-commerce not only meets the demand for "Untact" shopping, but also accelerates the integration of online and offline sales channels. Against this backdrop, live-streaming e-commerce has emerged with its unique communication mode and strong interactivity. At the same time, the auction industry has gradually adopted online live auctions, introducing the traditional auction model into digital live-streaming platforms, breaking away from traditional trading methods, and realizing the transition from off-line to online for traditional auction models. This study based on previous research and investigates the relationship between the characteristics of online live auction and audience perceived value and purchase intention. Drawing upon existing literature, the study identifies research factors and constructs a research model based on the reactive and time-limited nature of online live auctions. In order to empirically test the hypotheses, a survey was conducted among Chinese consumers who have experience with online live auctions, with a total of 350 valid questionnaires collected. Statistical programs such as SPSS 26.0 and AMOS 25.0 were utilized to confirm the Cronbach's α values and conduct confirmatory factor analysis (CFA). According to the results of the study, the characteristics of online live auction (responsiveness and time-limited) have a positive impact on the perceived value of the audience. Among them, responsiveness has a more positive effect on emotional value and social value. Time-limited has a positive impact on economic value. In addition, the perceived value of the audience (economic value, emotional value, and social value) has a positive influence on purchase intention. Finally, this study discusses and proposes relevant suggestions from the perspective of online live auctions based on the analysis of the results, exploring the limitations and future development directions.