왕홍의 자발적 PR활동이 개인방송 만족도에 미치는 영향에 관한 연구 - 상품디자인속성의 매개효과를 중심으로 -

초록

This study was proposed to establish hypotheses based on the evidence presented through pre-interviews to users of personal broadcasting on the Chinese Internet and to understand the Chinese market through verification through surveys. Thus, we looked at the effect between the voluntary PR activities and satisfaction of Chinese influencer Wang Hong and the medium effect of product design attributes. The purpose of the study is as follows. First, conduct a pre-interview survey on users of Internet personal broadcasting and Wang Hong's voluntary PR activities, and understand the status of satisfaction and product design attributes, and develop measurement questions. Second, establish a research model and theory of research on the relationship between the voluntary PR activities of Wanghong, a personal broadcasting station on the Chinese internet, and the influence of satisfaction and product design attributes. Third, the conclusions of this study are drawn based on the results obtained through the verification of the theory of study. The result of this study was first shown that the voluntary PR activities of Wanghong in China in hypothesis H1 had a positive influence on information satisfaction and decision satisfaction, and hypothesis H1 was partially adopted. And in hypothesis H2, it was found that there was no parameter effect of product design attributes in relation to China Wanghong's voluntary PR activities and satisfaction.

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