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http://dx.doi.org/10.5392/JKCA.2018.18.10.001

Factors Influencing the Consumer Attitude toward Product Purchasing Related to Chinese Personal Internet Broadcasting Wang Hong  

Zhang, Yining (충북대학교 경영대학 국제경영학과)
Park, Hyun Jung (충북대학교 경영대학 국제경영학과)
Publication Information
The Journal of the Korea Contents Association / v.18, no.10, 2018 , pp. 1-10 More about this Journal
Abstract
This study investigates Chinese consumers who have recently purchased products through internet personal broadcasting of Wang Hong and explores how factors related to Wang Hong, broadcasting contents, and products affect purchasing satisfaction of consumers. The present study also examines whether this satisfaction affects the consumer loyalty to the shopping through the Wang Hong in the future. The results indicated that consumers' perception of the informational level rather than entertainment level of broadcasting contents had significant effects on the product satisfaction. The perceived uniqueness and credibility of Wang Hong were found to have positive impacts. In terms of products, the more consumers perceived the product to fit their images or values, and the higher the fit between the images of Wang Hong and the endorsed product, the higher the satisfaction with the product. Product satisfaction increased the customer loyalty, including the intention of repurchasing products endorsed by the Wang Hong.
Keywords
Personal Broadcasting; Wang Hong; Product Satisfaction; Customer Loyalty;
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