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NTIS 바로가기멀티미디어학회논문지 = Journal of Korea Multimedia Society, v.25 no.9, 2022년, pp.1348 - 1355
추장운 (Dept. of Storytelling, Graduate School, Dong-Eui University) , 장온 (Dept. of Storytelling, Graduate School, Dong-Eui University) , 김치용 (Major of Game Engineering, Dong-Eui University)
This study will be an exploratory study from the perspective of IWOM on the intention of word-of-mouth transmission. And based on 256 questionnaire survey data of E-Commerce live broadcast consumers, structural equation modeling is used to explore the paths and mechanisms of influence of consumers' ...
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