Earticle

초록

영어

Given the growing importance of online stores in sustaining consumer engagement, intellectual property (IP) character store designs increasingly use varied interactive features that jointly influence consumer behavior. We develop a model grounded in stimulus–organism–response theory to examine how an IP character store’s visual design, visibility, and social interaction affect user flow and engagement, which in turn shape consumer stickiness. Data were collected through an online survey targeting users who had purchased IP characters from a popular branded online store. We reveal that social interaction and visual design significantly enhance flow and engagement, thereby strengthening stickiness. These findings offer actionable insights for IP character management and online retail strategy.

목차

Abstract
1. INTRODUCTION
2. LITERATURE REVIEW AND HYPOTHESES DEVELOPMENT
2.1 Website characteristics and website flow
2.2 Website characteristics and consumer engagement
2.3 Website flow and consumer stickiness
2.4 Consumer engagement and consumer stickiness
2.5 Research Model
3. METHOD
3.1 Measurement Development
3.2 Data Collection and Sample Characteristics
4. DATA ANALYSIS AND RESULTS
4.1 Measurement Model Assessment
4.2 Structural Model
4.3 Testing of Mediation Effects
4.4 Common Method Variance
5. DISCUSSION AND IMPLICATIONS
5.1 Conclusion
5.2 Theoretical Implications
5.3 Practical Implications
5.4 Limitations
References

키워드

저자

• Zong-Yi Zhu [ Assistant Professor, Department of Graduate School of Business Administration, Business Administration, Kook-Min University, Seoul, Korea ]
• Hyeon-Cheol Kim [ Professor of Marketing, School of Business Administration, College of Business and Economics, Chung-Ang University, Seoul, Korea ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  International Journal of Internet, Broadcasting and Communication

• 간기

  계간

• pISSN

  2288-4920

• eISSN

  2288-4939

• 수록기간

  2009~2025

• 십진분류

  KDC 326 DDC 380