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A Study on the Motivation and Intention of Private Broadcasting in China Wanghong

  • Journal of Communication Design
  • Abbr : JCD
  • 2020, 73(), pp.475-484
  • DOI : 10.25111/jcd.2020.73.34
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : August 30, 2020
  • Accepted : October 26, 2020
  • Published : October 31, 2020

Zhang, Meng 1,  Kim Mi-hyun 2

1중앙대학교 대학원
2중앙대학교

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ABSTRACT

This study examined the relationship of influence between motivation and intention to purchase popular personal broadcasting run by Wanghong of China through the survey by setting a hypothesis. The purpose of the research is to define the concept of Chinese personal broadcasting use motivation from the point of view of this study and to extract the factors of personal broadcasting use motivation through preliminary investigation and present the measurement questions. Second, research models and hypotheses are established to examine the relationship of influence between the motive of use of personal broadcasting run by Wanghong of China and the intention of the user to purchase. Third, through the survey, the influence relationship between Wang Hong's motive for using personal broadcasting in China and the intention of the user's purchase is verified and the results are drawn. The conclusion was based on the research model and hypotheses on whether the motivation of using personal broadcasting in the Chinese market, where the basis of e-commerce is expanded, affects users' purchasing intentions due to the need to seek marketing measures for the distribution of products through the development of mobile technology. Motives for the use of personal broadcasting run by Wanghong of China were selected through preliminary research for the convenience of host preference, information pursuit, entertainment pursuit, and use, and after the analysis of factors and verification of reliability, both satisfied the level of trust and established correlation. The hypothesis test showed that the factors of information pursuit and ease of use, the motivation of personal broadcasting users in Wanghong of China were affected. In other words, the desire and willingness of individual broadcasting users to purchase better products through personal broadcasting is prioritized, and the pursuit of information through detailed information about the products or feedback of immediate questions, and the convenience of immediate purchase can affect their purchasing intentions.

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