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패션 라이브 커머스의 특성과 소비자 신뢰
The characteristics of fashion live commerce channels and consumer trust 원문보기

The Research Journal of the Costume Culture = 복식문화연구, v.29 no.5, 2021년, pp.665 - 678  

박신영 (서울대학교 의류학과) ,  신수연 (서울여자대학교 패션산업학과)

Abstract AI-Helper 아이콘AI-Helper

This study empirically verified the effect of the characteristics of live commerce on consumer trust and purchase intention. An online survey was conducted targeting adult women in their 20s and 30s who watched videos relating to fashion products on the NAVER shopping live channel; 281 questionnaire...

주제어

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