Earticle

초록

영어

Background/Objectives : This study takes focusing on TikTok live commerce in China, divides the influence of internet celebrity into 2 factors, such as charm and professionalism, and finds out its influence on the intention of recommendation and the media effect of input and perceived value. In order to confirm this argument, this study makes an empirical analysis on Chinese native Chinese and Chinese students in Korea. Methods/Statistical analysis :The analysis results show that the charm and professionalism of online red have a positive impact on recommendation intention, and confirm the media role of investment and perceived value in the relationship between internet celebrity`s influence and recommendation intention. Findings : Based on the above results, it is confirmed that the charm and professionalism of internet celebrity are important reasons to improve users' recommendation intention. Improvements/Applications : In addition, the enlightenment is put forward through this study, and the limitations and future research directions are discussed.

목차

Abstract
I. INTRODUCTION
II. THEORETICAL BACKGROUND AND RESEARCH HYPOTHESIS
III. RESEARCH MODEL AND ANALYSIS
IV. ANALYSIS RESULTS
V. CONCLUSION
REFERENCES

키워드

저자

• Yufei Chen [ Student, Department of Business Administration, Honam University ]
• Seogju Chang [ Professor, Department of Business Administration, Honam University ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  IJASC

• 간기

  계간

• pISSN

  2619-8150

• 수록기간

  2019~2024

• 십진분류

  KDC 327 DDC 332