ScholarWorks@숙명여자대학교

초록

The study explores the antecedents and the consequences of e-WOM focusing on one person media, Wanghong which is a new form of one-person media in the China’s e-commerce market. The study was carried out by classifying the factors that has impacts on the e-WOM of one-person media to the characteristics of Wanghong (trust and attractiveness), and the characteristics of content made by Wanghong (flow and usefulness). The study conducted a structural equation model to find out the impact of antecedents on the e-WOM of one person media, and also the impact of the e-WOM on the intention to purchase. The study has taken a look on the relationship through the Structural Equation Model after conducting a survey on 308 Chinese consumers. The results indicate that all four characteristics have positive impacts on e-WOM of one person media. In the end, it was concluded that the e-WOM has positive impacts on the intention to purchase. © 2018, Little Lion Scientific. All rights reserved.

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