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Chunlin Yuan,Zeran Zhang,Shuman Wang,Hakil Moon,Kyunghoon Kim,Tiaojiao Wang 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
With the popularity of live streaming commerce, the characteristics of streamers and products subtly influence consumer behavior through visual live streaming form. Based on dual-process theory, this paper develops a comprehensive theoretical model to examine how consumer perceived streamer characteristics and product characteristics influence streamer attractiveness and product attractiveness, and explore how consumer behavior inertia is affected by streamer attractiveness and product attractiveness. An online survey consisting of 300 participants was recruited to empirically examine the proposed research model. The results indicated that consumer perceived streamer characteristics and product characteristics are important factors affecting the streamer attractiveness and product attractiveness, which in turn positively affect consumer’s shopping experience memory, which further influence consumer behavior inertia. In addition, the moderating effects of mindfulness are also examined.
FACTORS INFLUENCING CONSUMER SHOPPING ENJOYMENT AND PURCHASE INTENTION IN METAVERSE VIRTUAL STORES
Chunlin Yuan,Yajing Yin,Shuman Wang,Hakil Moon,Kyunghoon Kim,Yang Liu 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
The present study choose to conduct consumer behavioral research in Metaverse situation, explores factors that influence consumer shopping enjoyment and purchase intention from product, service and technology perceptive. The research team gathered the primary data through questionnaire subjecting to Chinese consumers (n=300) who know about TaoBao future city which themes on virtual buying in Metaverse. In addition, structural equation modeling is employed to examine the hypothesized relationship among the variables. The result shows that all the driving factors positive effects consumer shopping enjoyment and then influence purchase intention positively. The finding is significantly fundamental to establish theoretical framework future about virtual shopping in Metaverse, and help marketers realize how to set virtual stores in Metaverse to enhance consumer shopping experience so that they could improve consumer purchase intention in the context.