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korean management review - Vol. 54, No. 3

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[ Article ]
korean management review - Vol. 54, No. 3, pp. 691-715
Abbreviation: kmr
ISSN: 1226-1874 (Print)
Print publication date 30 Jun 2025
Received 15 Nov 2024 Revised 26 Mar 2025 Accepted 11 Apr 2025
DOI: https://doi.org/10.17287/kmr.2025.54.3.691
Effects of Virtual Streamer Attributes and Platform Presence on Hotel Visit Intention in Live Streaming Commerce: Vicarious Learning Theory Perspective
Wenling Song ; Namho Chung
(First Author) Master, Dept. of Hotel Management, Graduate School, Kyung Hee University (mrryiii65@gmail.com)

(Corresponding Author) Professor, Smart Tourism Education Platform, Kyung Hee University (nhchung@khu.ac.kr)

라이브 스트리밍 커머스에서 가상 스트리머의 특성과 플랫폼 실재감이 호텔방문의도에 미치는 영향: 대리학습이론 관점
송문령 ; 정남호

(주저자) 경희대학교 대학원 호텔경영학과 석사

(교신저자) 경희대학교 스마트관광원 교수
Copyright 2025 THE KOREAN ACADEMIC SOCIETY OF BUSINESS ADMINISTRATION This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted, distribution, and reproduction in any medium, provided the original work is properly cited.


Funding Information ▼ Ministry of Education National Research Foundation of Korea NRF-2023S1A5C2A03095253

Abstract

With the advancement of artificial intelligence (AI) and electronic communication technologies, interest in live streaming has grown rapidly within the field of marketing. This study examines how the characteristics of virtual streamers—namely authenticity, likability, animacy, social presence, and telepresence—affect hotel visit intention through the lens of vicarious learning theory. To test the proposed model, we conducted an online survey and obtained 302 valid responses. We analyzed the data using SPSS 24 and AMOS 24. The results indicate that authenticity, likability, social presence, and telepresence significantly influence vicarious learning. In turn, vicarious learning significantly affects knowledge adoption, which subsequently influences hotel visit intention. However, animacy does not have a significant effect on vicarious learning. This study presents a conceptual model for knowledge adoption in live streaming, grounded in vicarious learning theory. It also offers practical implications for hotel marketers seeking to increase visit intention through live streaming platforms.

초록

현재 인공지능과 정보통신기술의 발전에 따라 마케팅 분야에서는 라이브 스트리밍 커머스에 대한 연구의 필요성과 관심이 향상하고 있다. 따라서 본 연구에서는 가상 스트리머의 특성인 진정성, 호감도, 생생함, 실재감인 사회적 실재감과 원격실재감이 호텔방문의도에 미치는 영향을 대리학습이론의 관점으로 실증분석 하였다. 이를 위해 온라인 조사를 실시하여 총 302부의 유효한 설문지를 수집하였고, 통계적 분석으로는 SPSS 24와 AMOS 24를 사용하였다. 연구 결과, 가상 스트리머의 특성인 진정성, 호감도, 실재감인 사회적 실재감과 원격실재감은 대리학습에 유의미한 영향을 미친 것으로 나타났다. 또한 대리학습은 지식수용에 유의미한 영향을 미쳤으며 지식수용은 결국에는 호텔방문의도에 유의미한 영향을 미치는 것으로 나타났다. 다만 가상 스트리머 특성인 생생함은 대리학습에 유의미한 영향을 미치지 않았다. 본 연구를 통해 라이브 스트리밍에서 지식수용의 과정을 대리학습이론 관점으로 연구모형을 제시하였고 이를 실증분석함으로써 라이브 스트리밍을 이용하는 호텔기업들이 사용자의 방문의도를 높이는 방안을 제시하였다.


Keywords: Live Streaming, Virtual Streamer, Presence, Vicarious Learning Theory, Hotel Visit Intention 키워드: 라이브 스트리밍, 가상 스트리머, 실재감, 대리학습이론, 호텔방문의도

Acknowledgments

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea(NRF-2023S1A5C2A03095253)

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∙ 저자 송문령은 중국 요녕사범대학에서 관광학과를 졸업하였으며, 경희대학교 대학원 호텔경영학과에서 관광학석사를 취득하였다. 연구 관심 분야는 라이브 커머스 등이다.

∙ 저자 정남호는 현재 경희대학교 호텔관광대학 스마트관광원 교수로 재직 중이다. 경기대학교 경영정보학과를 졸업하였으며, 성균관대학교에서 경영학 석사, 박사를 취득하였다. 영국의 서리대학교에서 방문연구원으로 근무한 바 있으며, 현재는 교육부와 한국연구재단이 주관하는 스마트관광 관련 프로젝트를 10년 이상 이끌어오고 있다. 탁월한 연구 성과를 인정받아 경희대학교 명예의 전당(Hall of Fame)에 헌액되었다. 주요연구분야는 스마트관광, 지식경영, 정보기술수용 등이다.