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라이브 커머스에서 정보와 왕홍 특성이 소비자의 구매의도에 미치는 영향: 쇼핑가치의 매개 역할
The Effect of Information and Wanghong Characteristics on Consumers' Purchase Intention in Live Commerce: The Mediating Role of Shopping Value 원문보기

Asia-Pacific journal of business = 아태비즈니스연구, v.12 no.3, 2021년, pp.137 - 154  

유맹맹 (수원대학교 국제대학 CSL) ,  임승희 (수원대학교 경영학부)

Abstract AI-Helper 아이콘AI-Helper

Purpose - The purpose of this study is to examine the mediating effect of shopping value in the relationship between information characteristics, Wanghong characteristics, and purchase intention in live commerce. Design/methodology/approach - The study conducted survey with self-reported questionnai...

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