신선식품 라이브커머스에서 3DGS의 몰입적 미디어 특성이 브랜드 인게이지먼트에 미치는 영향

초록

Fresh food is an experience good whose quality is judged through sensory cues such as color, texture, and freshness, creating structural information asymmetry in non-face-to-face environments. Conventional 2D live commerce limits consumers’ active product verification because camera control remains with the seller. This study conceptualizes 3D Gaussian Splatting (3DGS) as a visual communication device for designing trust in seller brands and examines how immersive media characteristics influence seller-brand engagement through purchase intention, as well as the moderating role of product type. A 2×2 between-subjects experiment (N=80) crossing media type (3DGS vs. 2D) and product type (seafood vs. produce) was conducted and analyzed using PROCESS Macro Model 7 with 5,000 bootstrap resamples. The results showed that immersive media characteristics had no significant direct effect on brand engagement, whereas the indirect pathway through purchase intention was significant. The manipulation check showed significantly higher scores in the 3DGS condition than in the 2D condition (Cohen’s d=4.65), and the index of moderated mediation was also significant. However, because a single stimulus was used for each product type—mackerel for seafood and apple for produce—the difference in conditional indirect effects should be interpreted as specific to these stimulus conditions. This study presents an indirect pathway from immersive media characteristics through purchase intention to brand engagement and highlights the need to design verifiable visual experiences by integrating capture, rendering, and interaction.

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