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A Study on the Influence of Wang Hong's Voluntary PR Activities on Personal Broadcasting Satisfaction -Focused on the Mediating Effects of Product Design Attributes-

  • Journal of Communication Design
  • Abbr : JCD
  • 2020, 71(), pp.103-116
  • DOI : 10.25111/jcd.2020.71.08
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : February 29, 2020
  • Accepted : April 27, 2020
  • Published : April 30, 2020

Xu, Qian-qian 1,  Kim Mi-hyun 2

1중앙대학교 패션학과 박사과정
2중앙대학교

Accredited

ABSTRACT

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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