중국 라이브 커머스에서 왕홍의 특성이 소비자 충성도 및 소비자 재구매 의도에 미치는 영향

• 영문명: The Impact of Chinese Live Commerce Wang Hong on Consumer Loyalty and Repurchase Intention
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 장옥뢰(Yu-Lei Zhang) 김태인(Tae-In Kim)
• 간행물 정보: 『아태비즈니스연구』제15권 제3호, 525~545쪽, 전체 21쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2024.09.30

국문 초록

Purpose - This study aimed to analyze the impact of Wang Hong’s characteristics (awareness, trustworthiness, expertise, attractiveness, and interactivity) in live commerce on consumer loyalty and consumer repurchase intention. Design/methodology/approach - This study collected 709 questionnaires collected from the survey for consumers using live commerce in China and conducted an empirical analysis using SPSS 24.0 statistical packages for 605 valid questionnaires (85%) excluding unfaithful responses. Findings - First, it was confirmed that the characteristics of Wang Hong (recognition, trustworthiness, expertise, attractiveness, and interactivity) in live commerce have a positive (+) effect on consumer loyalty and consumer repurchase intention. Second, it was confirmed that when consumer loyalty increases, consumer repurchase intention also increases. Third, it was confirmed that consumer loyalty acts as a mediating effect between the characteristics of Wang Hong and consumer repurchase intention. Research implications or Originality - This study aims to present implications for Wang Hong, a live commerce host, and live commerce platform operators and live commerce users based on demographic analysis, questionnaire analysis, and empirical analysis.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법론

Ⅳ. 실증분석 결과

Ⅴ. 결론

References

키워드

Live Commerce Wanghong Characteristics Loyalty Purchase Intention