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NTIS 바로가기멀티미디어학회논문지 = Journal of Korea Multimedia Society, v.25 no.2, 2022년, pp.335 - 344
추장운 (Dept. of Storytelling, Graduate School, Dong-Eui University) , 왕서일 (Dept. of Animation and Digital Arts, Communication University of China Nanjing) , 김치용 (Dept. of Game Engineering, Dong-Eui University)
In recent years, Internet Word of Mouth (IWOM) as an important way for internet consumers to obtain product information, it has become a key factor influencing consumers purchase intention. However, does IWOM also affect consumers' willingness to buy in the E-commerce live broadcast environment? Wha...
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