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[국내논문] 라이브 커머스에서 관계유대가 인게이지먼트에 미치는 영향: 팬쉽의 매개 효과와 사회적 지지의 조절 효과
The Effect of Relational Bonds on Consumers' Engagement in Live Commerce: Mediating Role of Fanship and Moderating Role of Consumers' Social Support 원문보기

Asia-Pacific journal of business = 아태비즈니스연구, v.13 no.2, 2022년, pp.63 - 77  

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 fanship between relational bonds and consumers' engagement. Also the study demonstrates the moderating effect of consumers' social support between relational bonds and fanship. Design/methodology/approach - The data were colle...

Keyword

#Relational Bonds   #Fanship   #Social Support   #Engagement  

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