중국 왕홍 라이브 방송이 중국 소비자 구매 의도 및 구전 의도에 미치는 영향에 관한 연구

초록

This study explores the impact of Wang-Hong live streaming on consumer behavior, which recently received much attention in China. This study investigated the effects of two-way communication and responsiveness as characteristics of live streaming on flow, and the effects of self-efficacy and social presence as viewer characteristics on flow. In addition, this study also examined the effect of avatar customization and avatar identification as an avatar role of Wang-Hong on flow. Finally, this study tried to examine the effect of flow on vicarious satisfaction, and then to examine the effect of vicarious satisfaction on consumers’ purchase intention and word-of-mouth intention. In this study, a survey was conducted on consumers who used Wang-Hong live streaming in China, and the data was analyzed based on the structural equation modeling. The result shows that two-way communication and responsiveness had a positive effect on flow. Second, self-efficacy and social presence had a positive effect on the flow. Third, it was found that avatar customization and avatar identification had a positive effect on the flow. Fourth, flow had a positive effect on vicarious satisfaction, and finally, vicarious satisfaction had a positive effect on consumers’ purchase intention and word-of-mouth intention. The results of this study not only provide theoretical implications for future research on Wang-Hong marketing, but also give companies which apply Wang- Hong marketing with some practical implications.

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