The Impact of Influencer-Led Live Commerce on Consumer Purchase Behavior Using of the SOR Model

Abstract

In recent years, live commerce marketing has emerged as a popular new promotional method and has become the mainstream model of promotion. This thesis empirically clarifies how influencers in live commerce affect consumer behavior. To verify this, hypotheses were set using the SOR model, and a survey was conducted based on these hypotheses. The results of the regression analysis of the survey data indicate that as independent variables, interactivity of the streamer, professionalism of the streamer, entertainment of live commerce content, regulation of the platform, fame of the streamer, utility of live commerce content and product features and brand, each affect the consumers' perceived usefulness, perceived trust, and hedonic value, which in turn indirectly influence consumer purchasing behavior.