| abstract |
| Background This study is aimed at understanding marketing related to Wang Hong, the influencer of internet personal broadcasting and highlighted in the Chinese market recently in accordance with the changes in SNS-based e-commerce industry environment that are being highlighted in the new media era. The purpose of the study is to examine the effect of voluntary PR activities appearing on personal broadcasting of Wanghong, China, on consumers' purchasing behavior.
Methods Research methods combine theoretical and survey studies. Confidence analysis, confirmation factors analysis, correlation analysis and hypothesis verification analysis were conducted using IBM SPSS21.0/AMOS 25.0 statistical package for verification based on prior research.
Result The results of this study were, first, able to develop voluntary PR activities, consumer behaviour, components of satisfaction and measurement questions of Wanghong, a Chinese influencer. Second, the research model and hypotheses H1 and H2 were presented and the parameter effects of satisfaction were verified in order to empirically analyze the influence relations of each of the voluntary PR activities, consumer behaviour and satisfaction of Wanghong in China. Third, based on the analysis results obtained through the verification of the theory of study, Wang Hong's voluntary PR activities, consumer behavior and impact relationships on satisfaction were derived.
Conclusion The voluntary PR activities of China Wang Hong influenced consumer behavior, and the satisfaction in the relationship between the voluntary PR activities of China Wang Hong and the degree of consumer behavior was shown to have a partial mediated effect. |
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| Key Words |
| 중국 왕홍, 자발적 PR활동, 소비자 행동의도, China Wang Hong, Voluntary PR activities, Consumer Behavior Intention |
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