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- 저자 : 유맹맹(Meng-Meng Liu) (검색결과 1 건)
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라이브 커머스에서 정보와 왕홍 특성이 소비자의 구매의도에 미치는 영향 : 쇼핑가치의 매개 역할
유맹맹(Meng-Meng Liu),임승희(Seung-Hee Im) 강원대학교 경영경제연구소 2021 Asia-Pacific Journal of Business Vol.12 No.3
Purpose - The purpose of this study is to examine the mediating effect of shopping value in the relationship between information characteristics, Wanghong characteristics, and purchase intention in live commerce. Design/methodology/approach - The study conducted survey with self-reported questionnaire. The study sampled 212 Chinese consumers who have experienced live commerce led by Wanghong. Data were analyzed using SPSS 25.0 and AMOS 26.0. The multiple regression analyses with bootstrapping were conducted to test hypotheses. Findings - The results showed that utilitarian and hedonic values mediate the relationship between information characteristics such as interactivity, usefulness, and entertainment and consumers purchase intention in live commerce. In addition, utilitarian and hedonic values mediate the relationship between Wanghong characteristics such as credibility, attractiveness, and familiarity and consumers purchase intentions in live commerce. Research implications or Originality - This study broadens our knowledge in live commerce research by providing empirical evidence on the mediating effects of shopping value that further explain the relationship between information characteristics, Wanghong characteristics and consumers’ purchase intention.
ScienceON
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