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あ ぁ か が さ ざ た だ な は ば ぱ ま や ゃ ら わ ゎ ん い ぃ き ぎ し じ ち ぢ に ひ び ぴ み り う ぅ く ぐ す ず つ づ っ ぬ ふ ぶ ぷ む ゆ ゅ る え ぇ け げ せ ぜ て で ね へ べ ぺ め れ お ぉ こ ご そ ぞ と ど の ほ ぼ ぽ も よ ょ ろ を
ア ァ カ サ ザ タ ダ ナ ハ バ パ マ ヤ ャ ラ ワ ヮ ン イ ィ キ ギ シ ジ チ ヂ ニ ヒ ビ ピ ミ リ ウ ゥ ク グ ス ズ ツ ヅ ッ ヌ フ ブ プ ム ユ ュ ル エ ェ ケ ゲ セ ゼ テ デ ヘ ベ ペ メ レ オ ォ コ ゴ ソ ゾ ト ド ノ ホ ボ ポ モ ヨ ョ ロ ヲ ―

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  • 中文 을 입력하시려면 zhongwen을 입력하시고 space를누르시면됩니다.
  • 北京 을 입력하시려면 beijing을 입력하시고 space를 누르시면 됩니다.
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Α Β Γ Δ Ε Ζ Η Θ Ι Κ Λ Μ Ν Ξ Ο Π Ρ Σ Τ Υ Φ Χ Ψ Ω α β γ δ ε ζ η θ ι κ λ μ ν ξ ο π ρ σ τ υ φ χ ψ ω
á à Á À é è É È ç Ç ê
Ä Ö Ü ä ö ü ß
ְ ֳ ֲ ֱ ָ ַ ֵ ֶ ִ ֹ ּ ֻ ׂ ׁ ּ פ ם ן ו ט א ר ק ף ך ל ח י ע כ ג ד ש ץ ת צ מ נ ה ב
‘ ’ “ ” 〔 〕 〈 〉 「 」 『 』 【 】 ＂ （ ） ［ ］ ｛ ｝
± × ÷ ≠ ≤ ≥ ∞ ∴ ♂ ♀ ∠ ⊥ ⌒ ∂ ∇ ≡ ≒ ≪ ≫ √ ∽ ∝ ∵ ∫ ∬ ∈ ∋ ⊆ ⊇ ⊂ ⊃ ∪ ∩ ∧ ∨ ￢ ⇒ ⇔ ∀ ∃ ∮ ∑ ∏ ＋ － ＜ ＝ ＞
、 。 · ‥ … ¨ 〃 ― ∥ ＼ ∼ ´ ～ ˇ ˘ ˝ ˚ ˙ ¸ ˛ ¡ ¿ ː ！ ＇ ， ． ／ ： ； ？ ＾ ＿ ｀ ｜
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А Б В Г Д Е Ё Ж З И Й К Л М Н О П Р С Т У Ф Х Ц Ч Ш Щ Ъ Ы Ь Э Ю Я а б в г д е ё ж з и й к л м н о п р с т у ф х ц ч ш щ ъ ы ь э ю я
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§ ※ ☆ ★ ○ ● ◎ ◇ ◆ □ ■ △ ▽ → ← ↑ ↓ ↔ 〓 ◁ ◀ ▷ ▶ ♤ ♠ ♡ ♥ ♧ ♣ ⊙ ◈ ▣ ◐ ◑ ▒ ▤ ▥ ▨ ▧ ▦ ▩ ♨ ☏ ☎ ☜ ☞ † ‡ ↕ ↗ ↙ ↖ ↘ ♭ ♩ ♪ ♬ ㉿ ㈜ № ㏇ ™ ㏂ ㏘ ℡ ＃ ＆ ＊ ＠ ª º
ⅰ ⅱ ⅲ ⅳ ⅴ ⅵ ⅶ ⅷ ⅸ ⅹ Ⅰ Ⅱ Ⅲ Ⅳ Ⅴ Ⅵ Ⅶ Ⅷ Ⅸ Ⅹ
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      KCI등재

      라이브 커머스에서 가상 스트리머의 특성이 소비자의 구매의도에 미치는 영향: 정규화 가능성 모델을 중심으로 = The Influence of Virtual Streamer Characteristics on Consumers’ Purchase Intention in Live Commerce: Focusing on the Elaboration Likelihood Model

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      https://www.riss.kr/link?id=A110113442

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      다국어 초록 (Multilingual Abstract) kakao i 다국어 번역

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      Purpose This study aims to analyze how the characteristics of virtual streamers influence consumers’ trust formation and purchase intention in live commerce, based on the Elaboration Likelihood Model (ELM). Although virtual streamers have emerged as key actors in live commerce, empirical evidence on how their attributes affect consumer decision-making remains limited.


      Design/methodology/approach A research model integrating information quality and relationship quality as antecedents of trust was developed. Data from 329 Chinese live-commerce consumers were collected via Wenjuanxing, and CB-SEM was used to test the measurement and structural models.


      Findings Information and relationship quality significantly enhanced both product and emotional trust, which positively affected purchase intention. The results highlight that balancing information delivery and interactivity is key to fostering trust and promoting consumer purchase behavior.
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      Purpose This study aims to analyze how the characteristics of virtual streamers influence consumers’ trust formation and purchase intention in live commerce, based on the Elaboration Likelihood Model (ELM). Although virtual streamers have emerged as...

      Purpose This study aims to analyze how the characteristics of virtual streamers influence consumers’ trust formation and purchase intention in live commerce, based on the Elaboration Likelihood Model (ELM). Although virtual streamers have emerged as key actors in live commerce, empirical evidence on how their attributes affect consumer decision-making remains limited.


      Design/methodology/approach A research model integrating information quality and relationship quality as antecedents of trust was developed. Data from 329 Chinese live-commerce consumers were collected via Wenjuanxing, and CB-SEM was used to test the measurement and structural models.


      Findings Information and relationship quality significantly enhanced both product and emotional trust, which positively affected purchase intention. The results highlight that balancing information delivery and interactivity is key to fostering trust and promoting consumer purchase behavior.

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      다국어 초록 (Multilingual Abstract) kakao i 다국어 번역

      영어
      한국어
      Purpose This study aims to analyze how the characteristics of virtual streamers influence consumers’ trust formation and purchase intention in live commerce, based on the Elaboration Likelihood Model (ELM). Although virtual streamers have emerged as key actors in live commerce, empirical evidence on how their attributes affect consumer decision-making remains limited.




      Design/methodology/approach A research model integrating information quality and relationship quality as antecedents of trust was developed. Data from 329 Chinese live-commerce consumers were collected via Wenjuanxing, and CB-SEM was used to test the measurement and structural models.




      Findings Information and relationship quality significantly enhanced both product and emotional trust, which positively affected purchase intention. The results highlight that balancing information delivery and interactivity is key to fostering trust and promoting consumer purchase behavior.
      번역하기

      Purpose This study aims to analyze how the characteristics of virtual streamers influence consumers’ trust formation and purchase intention in live commerce, based on the Elaboration Likelihood Model (ELM). Although virtual streamers have emerged as...

      Purpose This study aims to analyze how the characteristics of virtual streamers influence consumers’ trust formation and purchase intention in live commerce, based on the Elaboration Likelihood Model (ELM). Although virtual streamers have emerged as key actors in live commerce, empirical evidence on how their attributes affect consumer decision-making remains limited.




      Design/methodology/approach A research model integrating information quality and relationship quality as antecedents of trust was developed. Data from 329 Chinese live-commerce consumers were collected via Wenjuanxing, and CB-SEM was used to test the measurement and structural models.




      Findings Information and relationship quality significantly enhanced both product and emotional trust, which positively affected purchase intention. The results highlight that balancing information delivery and interactivity is key to fostering trust and promoting consumer purchase behavior.

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