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공무원 인플루언서의 특성, 라이브커머스의 방송 특성이 지역 농산물의 브랜드 이미지와 구매의도, 구전의도에 미치는 영향: 중국의 인터넷 라이브커머스 방송을 중심으로
The Effect of the Characteristics of the Influencer of Public Officials and Internet Live Broadcasting in China on Local Agricultural Products' Brand Image, Purchase Intention, and Word-of-Mouth Intention 원문보기

Family and environment research : fer, v.60 no.4, 2022년, pp.645 - 665  

마가상 (인하대학교 대학원 소비자학 전공) ,  이은희 (인하대학교 소비자학과)

Abstract ▼ AI-Helper 아이콘AI-Helper

This study aimed to understand the effect of the characteristics of the influencer of public officials and the characteristics of internet live broadcasting in China on the brand image of local agricultural products, purchase intention, and word-of-mouth intention. A survey was administered to Chine...

주제어

#characteristics of the influencer of public officials   #brand image   #purchase intention   #word-of mouth-intention  

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AI-Helper
안녕하세요, AI-Helper입니다. 좌측 "선택된 텍스트"에서 텍스트를 선택하여 요약, 번역, 용어설명을 실행하세요.
※ AI-Helper는 부적절한 답변을 할 수 있습니다.

선택된 텍스트

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