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라이브 스트리밍 커머스 앵커 속성이 지각된 가치와 구매 의도에 미치는 영향: 중국의 농산물 시장을 중심으로
( Panting Song ),( Jingyan Ma ),강태원 ( Taewon Kang ) 한국유통경영학회 2021 유통경영학회지 Vol.24 No.6
Purpose: Due to the impact of the COVID-19, the sales of agricultural specialties have been hampered, and live streaming commerce has developed in tandem to provide a channel for the sales of agricultural s pecialties. With the impetus of government policy and market, live streaming + e-commerce has become a new model for the sales of agricultural specialties. This study explores the influence of anchor attributes on the perceived value and purchase intention of agricultural specialties in the live-streaming commerce environment and tries to propose the development of live-streaming commerce of agricultural specialties under the epidemic. Research design, data, and methodology: This study conducted a questionnaire survey of consumers who had purchased agricultural products through live streaming e-commerce. Finally, the survey results of 719 consumers were analyzed using SPSS23.0 and AMOS23.0 on reliability and validity analysis, correlation analysis, path analysis, and mediating analysis. Results: The results of this study show that - first, the professionalism of the anchor has a positive effect on purchase intention and an insignificant effect on the emotional value and perceived risk. Second, the interactivity, entertainment, and trustworthiness of anchors have insignificant positive effects on purchase intention. Third, the mediating effect of perceived emotional value and perceived risk between anchor attributes and purchase intention is significant. Perceived value partially mediates between anchor’s professionalism and purchase intention, while it fully mediates between anchor’s interactivity, entertainment, trustworthiness, and purchase intention. Implications: To better attract consumers to buy agricultural products through live streaming commerce, e-commerce companies should commit to building professional live streaming teams, training anchors, improving their professionalism, and optimizing live streaming content in a consumer-oriented manner. Platforms and relevant departments should also raise the market access threshold, strengthen market supervision, and investigate and deal with behaviors that harm consumers’ legitimate rights and interests.
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Lee, S.,Kim, S.T.,Pant, B.R.,Kwen, H.D.,Song, H.H.,Lee, S.K.,Nehete, S.V. Elsevier 2010 Journal of chromatography Vol.1217 No.27
Asymmetrical flow field-flow fractionation (AsFlFFF) was coupled online with multiangle light scattering (MALS) to study the changes in the molecular weight and the size distribution of the corn starch during carboxymethylation. A corn starch was derivatized with sodium chloroacetate in alcoholic medium under alkaline condition to produce carboxymethyl starches (CMS) having various degrees of substitution (DS). The change in thermal characteristics and granule structure of the native corn starch and CMS were compared using Thermogravimetric analysis and scanning electron microscope. The ionic strength of the carrier liquid (water with 0.02% NaN<SUB>3</SUB>) was optimized by adding 50mM NaNO<SUB>3</SUB> to minimize the interactions among the starch molecules and between the starch molecules and the AsFlFFF membrane. A field-programmed AsFlFFF allowed determination of the molecular weight distribution (MWD) of starches within about 25min. It was found that carboxymethylation of starch results in reduction in the molecular weight due to molecular degradation by the alkaline treatment. The weight-average molecular weight (M<SUB>w</SUB>) was reduced down to about 4.4x10<SUP>5</SUP> from about 7.2x10<SUP>6</SUP> when DS was 0.14. It seems AsFlFFF coupled with MALS (AsFlFFF/MALS) is a useful tool for monitoring the changes taking place in the molecular weight and the size of starch during derivatization.
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