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라이브 커머스의 충동구매행동에 대한 영향 요인 - 의사사회적 상호작용, 과업 복잡성과 지각된 정보의 양을 중심으로 -
Factors Boosting Impulse Buying Behavior in Live-streaming Commerce - Roles of Para-social Interactions, Task Complexity and Perceived Amount of Information 원문보기

Fashion & textile research journal = 한국의류산업학회지, v.23 no.1, 2021년, pp.70 - 83  

김효정 (이화여자대학교 의류산업학과) ,  이유리 (이화여자대학교 의류학과) ,  박민정 (이화여자대학교 의류산업학과)

Abstract AI-Helper 아이콘AI-Helper

Live-streaming commerce is attracting attention as a noticeable trend in the retail industry. It is a new mobile shopping service platform developed by combining live streaming with e-commerce technologies. This study examined the impact of para-social interactions on consumer impulse buying behavio...

주제어

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