왕홍의 판매 생방송 시청이 충동구매에 미치는 영향: 중국 의류 판매를 중심으로

• Published in: 한국콘텐츠학회 논문지, 20(4) Vol. 20; no. 4; pp. 212 - 229
• Main Authors: 유현아(Xianya Liu), 박지연(Jee Yun Park), 이혜은(Hye Eun Lee)
• Format: Journal Article
• Language: Korean
• Published: 한국콘텐츠학회 2020
• Subjects: 학제간연구; 왕홍; Impulse Buying; 판매 생방송; Live Sale; 온라인쇼핑; Wang-Hong; 1인 미디어; Influencer Marketing; 1

'Live + Sale' is actively promoted in China and 'Wang-Hong', also known as Chinese internet celebrities are dominating this format of marketing strategy recently. They introduce products to consumers through live broadcasts, promote online shopping, and frequently evoke impulsive...