라이브 커머스에서 관계유대가 인게이지먼트에 미치는 영향

• 영문명: The Effect of Relational Bonds on Consumers’ Engagement in Live Commerce: Mediating Role of Fanship and Moderating Role of Consumers’ Social Support
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 유맹맹(Meng-Meng Liu) 임승희(Seung-Hee Im)
• 간행물 정보: 『아태비즈니스연구』제13권 제2호, 63~77쪽, 전체 15쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2022.06.30

영문 초록

Purpose - The purpose of this study is to examine the mediating effect of fanship between relational bonds and consumers’ engagement. Also the study demonstrates the moderating effect of consumers’ social support between relational bonds and fanship. Design/methodology/approach - The data were collected from Chinese consumers who have used live commerce within the last 6 months. The survey was conducted using self-reported questionnaire and a total of 276 questionnaires were used for the analysis. Regression analyses with bootstrapping were conducted to test the research models. Findings - Findings of the study showed that fanship mediated the relationship between financial bonds, social bonds and consumers’ engagement. Furthermore, consumers’ social support such as informational support and emotional support moderated for the relationship between relational bonds and fanship. Research implications or Originality - The findings of the study contributes to providing a theoretical framework to explain consumer behavior in a live commerce by examining the relationship between financial bonds, social support, fanship, and engagement.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경 및 가설 설정

Ⅲ. 연구방법

Ⅴ. 결론

References

키워드

Relational Bonds Fanship Social Support Engagement