TV홈쇼핑 이용자의 라이브 커머스로의 전환 의도에 미치는 요인 분석

This paper aims to provide an analysis of the factors that influence the switching of TV home shopping users to live commerce services based on the PPM(Pull-Push-Mooring) model. For this study, we used a professional research firm to survey 239 respondents, and analyzed the results of 239 surveys. As a result, inferiority in usefulness and inferiority in usability of TV home shopping as push factors had a positive effect on dissatisfaction of TV home shopping, and dissatisfaction had a positive effect on switching intention. Interactivity and enjoyment of live commerce, which were set as pull factors, had a positive effect on immersion, and immersion had a positive effect on switching intention. As such, the switching cost set as a Mooring factor had a negative effect on the Push and Pull factors that showed a positive relationship with the switching intention, showing a moderating effect. switching cost independently had a negative effect on switching intention, and when combined with the push factor, it changed the relationship with switch intention, which was originally positive (+), to a negative (-) relationship. However, when switching cost was combined with the pull factor, it had no relationship with switching intention.