http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
- 中文 을 입력하시려면 zhongwen을 입력하시고 space를누르시면됩니다.
- 北京 을 입력하시려면 beijing을 입력하시고 space를 누르시면 됩니다.
RISS 인기검색어
- 검색키워드
- 저자 : 이혜봉(Huifeng Li) (검색결과 1 건)
- 무료
- 기관 내 무료
- 유료
-
중국 왕홍마케팅의 자극이 왕홍신뢰와 제품신뢰에 미치는 영향:왕홍 - 제품 적합성과 제품유형의 조절적 역할을 중심으로
여엽청(Yeqing Lu),박찬욱(Chanwook Park),이혜봉(Huifeng Li) 한국인터넷전자상거래학회 2021 인터넷전자상거래연구 Vol.21 No.1
The purpose of this research is to examine how Wang Hong’s characteristics (expertise and attractiveness) and video content (informativeness and entertainment) affect consumers’ purchase intention in Wanghong Marketing, that is a representative form of live commerce in China. This study investigates whether Wang Hong’s trust plays a mediation role in the influence of Wang Hong’s characteristics and purchase intention and whether the trust in the product has a mediation effect on the characteristics of video contents and purchase intention. Also, we observed whether Wang Hong’s trust has an impact on trust in the product. Especially we examined how the Wang Hong-products’ fitness moderates the influence of Wang Hong’s characteristics on their trust and also paid attention to whether the product type (utilitarian vs. hedonic) can act as a moderation variable in the relationship between the characteristics of video content and the trust in the product. The data consists of 290 consumers who have purchased products through live commerce conducted by famous Wang Hong, and a structural equation model was used to analyze the data. The finding indicates that Wang Hong’s characteristics have a significant effect on Wang Hong’s trust. The characteristics of the video content have a significant effect on trust in the product. Besides, the higher the trust in Wanghong, the higher the reliability of the product. Regarding the moderating effect of the wanghong-products’ fitness, if the attractiveness is higher, then the trust of the wanghong becomes higher, but the expertise cannot play a moderating role. In terms of product type, compared with the hedonic product, when people purchase the utilitarian product, the informativeness of video has a greater impact on products’ trust, while the entertainment, there is no moderation effect.
연관 검색어 추천
이 검색어로 많이 본 자료
활용도 높은 자료
