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Heejung Park,Annie Pei-I Yu 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
We can be expected that the experience of damage caused by COVID-19 has had a negative impact on consumers' perceived quality of life. This study identifies factors that governments can positively impact the lives of consumers facing financial difficulties. We consider policy proposals to improve the quality of life of consumers at financial risk when situations like COVID-19 reoccur in the future
Ching-Lun Chen,Annie Pei-I Yu,Hee Jung Park 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
Drawing from the uses and gratification theory (UGT), the study intends to investigate audiences’ motivation to watch Livestream and its influence on subscription and donation. The roles of viewers’ parasocial relationships and identification with live streamers were also examined. The results also indicate the presence of a mediation effect.