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라이브 커머스의 의사사회적 상호작용이 경험 만족도에 미치는 영향 - 자아 이미지 일치성의 조절된 매개효과를 중심으로 -
The effect of live commerce's para-social interaction on satisfaction with the experience - Focused on the moderated mediation effect of self-image congruity - 원문보기

The Research Journal of the Costume Culture = 복식문화연구, v.28 no.6, 2020년, pp.719 - 737  

김효정 (이화여자대학교 의류산업학과) ,  박민정 (이화여자대학교 의류산업학과)

Abstract AI-Helper 아이콘AI-Helper

Live-streaming commerce business is growing as the consumption of video content and Smartphone shopping increases. This study examines the following three aspects: whether para-social interaction influences perceived interactivity; whether seller trust affects satisfaction with the experience; wheth...

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