A Study on the Mediating Effect of Trust in the Relationship between Adult Women’s Live Commerce Characteristics and Beauty Product Purchase-Related Behavior

This study aimed to analyze the mediating effect of trust between the characteristics of live commerce and beauty product purchase-related behavior targeting adult women. Live commerce has become an important form of marketing that influences consumers’ purchasing behavior through various characteristics such as information provided in real time and interactivity. This study examined the impact of these characteristics of live commerce on consumers’ beauty product purchase-related behavior and confirmed that trust mediates the relationship in this process. As a result of the study, convenience of use and enjoyment during use had a great influence on consumers, and brand trust also showed higher levels. These results not only provide a clear idea of how to approach selling aesthetic products through live commerce, but also contribute to understanding the relationship between live commerce, consumer trust, and purchase-related behavior. Future research is required to consider additional variables or analyze the reasons for people who do not use live commerce.