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숏폼 비디오 콘텐츠의 특성이 패션 제품 온라인 구전의도 및 구매의도에 미치는 영향 - Z 세대를 중심으로 -
How Short-form Videos Influence Customer Intention Toward Fashion Product Purchase and e-WOM - Focusing on Generation Z - 원문보기

Fashion & textile research journal = 한국의류산업학회지, v.25 no.6, 2023년, pp.690 - 703  

박지영 (연세대학교 생활환경대학원 패션산업정보) ,  고은주 (연세대학교 의류환경학과)

Abstract AI-Helper 아이콘AI-Helper

With the emergence of digitalization and environmental changes, such as those caused by COVID-19 and high-speed networks, online video platforms have changed how people communicate and created new marketing opportunities. The unique characteristics of mobile short-form videos are causing more people...

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