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1인 미디어 인터넷 방송 이용 동기와 사회적 시청이 브랜드 태도, 브랜드 관여 및 구매의도에 미치는 영향
남궁진;
이진균
Article
Issue Date
2020
Citation
한국콘텐츠학회 논문지, v.20, no.7, pp.30 - 46
Publisher
한국콘텐츠학회
1인 미디어 인터넷 방송에서 의사사회적 상호작용이 브랜드 관여 및 구매의도에 미치는 영향: 빅파이브 성격요인에 의한 사회적 실재감의 조절된 매개효과
이진균
Article
Issue Date
2021
Citation
한국심리학회지: 소비자·광고, v.22, no.2, pp.239 - 269
Publisher
한국소비자·광고심리학회
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Author
Lee, Jin Kyun
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1인 미디어 인터넷 방송
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big five personality traits
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Brand Attitude
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Brand Engagement
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brand engagement
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Key words : one person Internet b...
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One Person Media Broadcasting
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para-social interaction
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Purchase Intention
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purchase intention
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한국심리학회지: 소비자·광고
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