공익연계 라이브 커머스의 지각된 상호작용성이 온라인 구전 행동에 미치는 영향: 감정적 동일시의 매개 효과와 CSR 기대의 조절 효과

초록

With the rapid development of digital media and live-streaming technologies, cause-related live commerce has emerged as an important channel for firms to fulfill social responsibility and engage with the public. Prior studies have mainly focused on the role of influencer characteristics in promoting cause-related live commerce, while limited attention has been paid to how cause-related live commerce affects consumers’ psychology and behavior. Moreover, research examining cause-related live commerce from a CSR perspective remains insufficient. Drawing on a 2025 cause-related live commerce campaign hosted by Tencent, this study empirically investigates the effect of perceived interactivity on online word-of-mouth behavior, examining the mediating role of emotional identification and the moderating role of CSR expectation. A total of 201 valid responses were collected through an online survey, and the hypotheses were tested using PLS-SEM and PROCESS Macro. The results show that perceived interactivity positively affects both emotional identification and online word-of-mouth behavior. Emotional identification partially mediates this relationship. In addition, CSR expectations positively moderate the indirect effect of perceived interactivity on online word-of-mouth through emotional identification. These findings contribute theoretically by explaining the role of interactivity and emotional identification in cause-related live commerce and suggest that firms should design interactive experiences to foster consumer participation and engagement rather than rely on one-way information delivery.

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