Effects of Live Commerce Host Attributes Based on Artificial Intelligence(AI) Technology on Social Reality and Purchase Intention

The purpose of this study is to investigate the effect of live-commerce host attributes based on artificial intelligence (AI) technology on social reality and purchase intention. As a result of the analysis, among the attributes of AI live-commerce hosts, the sense of social reality was in the order of relibility, professionalism, and attractiveness, and only attractiveness was found to have an effect on purchase intention. And it was found that social reality had a positive effect on purchase intention. Through the results of this study, a broad understanding of live commerce based on artificial intelligence AI will be possible, and it is expected to be helpful in suggesting solutions for digital marketing solutions, which are essential factors that drive online sales growth of small business owners.