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The Effect of Xiaohongshu Service Quality on the Stickiness Through the Emotional Responses of Users

첫 페이지 보기
  • 발행기관
    국제인공지능학회(구 한국인터넷방송통신학회) 바로가기
  • 간행물
    The International Journal of Advanced Smart Convergence KCI 등재 바로가기
  • 통권
    Volume 10 Number 4 (2021.12)바로가기
  • 페이지
    pp.183-197
  • 저자
    Xu Jie, Chanuk Park, Sin-Bok Lee
  • 언어
    영어(ENG)
  • URL
    https://www.earticle.net/Article/A406160

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원문정보

초록

영어
Xiaohongshu is called China's Instagram and is leading overseas product purchases and culture sharing. The purpose of this study is to investigate the structural relationship between Xiaohongshu service quality, emotional response perceived by users, and adhesion to confirm the impact on Xiaohongshu's adhesion at a time when non-face-to-face activities due to COVID-19 have increased. This study distributed and collected questionnaires from October 1st to October 7th, 2021, targeting 210 online shopping mall users. The research results were derived from a total of 206 questionnaires, excluding 4 questionnaires such as omission of record contents, and the causal relationship of the existing PAD model was attempted to be reported by revising and supplementing the existing PAD model. As a result of the study, first, it was confirmed that design among service quality had a positive effect only on ventilation during the user's emotional response. Second, it was confirmed that information among service quality had a positive effect on pleasure and ventilation among users' emotional responses. Third, it was found that security among service quality had a positive effect on pleasure among users' emotional responses. Finally, it was found that pleasure and ventilation had a positive effect on adhesion in the user's emotional response. Based on this result, it is expected that it will be used for operation on other online platforms than the plan for the development of Xiaohongshu.

목차

Abstract
1. Introduction
2. Theoretical Background
2.1 Service Quality of Xiaohongshu
2.2 PAD (Pleasure, Arousal, Dominance)
2.3 Stickiness
3. Research Method
3.1 Sample Design and Measurement Tools
3.2 Research Hypothesis
3.3 Analysis Method
4. Analysis Results
4.1 Characteristics of Samples
4.2 Reliability and Validity of the Measurement Items
4.3 Goodness-of-fit Test in Measurement Model
4.4 Results of Research Model Verification
5. Conclusion
References

키워드

Xiaohongshu Service Quality User's Emotional Response Stickiness

저자

  • Xu Jie [ Master course Student, Sejong University Graduate School, Korea ]
  • Chanuk Park [ Research Fellow, Cultural Industry Research Center, Korea Culture & Tourism Institute, Korea ]
  • Sin-Bok Lee [ Part-time instructor, Graduate School of Business Administration, Sejong University, Korea ] Corresponding Author

참고문헌

자료제공 : 네이버학술정보

간행물 정보

발행기관

  • 발행기관명
    국제인공지능학회(구 한국인터넷방송통신학회) [The International Association for Artificial Intelligence]
  • 설립연도
    2000
  • 분야
    공학>전자/정보통신공학
  • 소개
    인터넷방송, 인터넷 TV , 방송 통신 네트워크 및 관련 분야에 대한 국내는 물론 국제적인 학술, 기술의 진흥발전에 공헌하고 지식 정보화 사회에 기여하고자 한다.

간행물

  • 간행물명
    The International Journal of Advanced Smart Convergence
  • 간기
    계간
  • pISSN
    2288-2847
  • eISSN
    2288-2855
  • 수록기간
    2012~2025
  • 십진분류
    KDC 326 DDC 380

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