중국 위챗 플랫폼의 MPR효과에 관한 실증연구
An Empirical Study on Effect of Marketing Public Relation on Wechat Platform of China
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참고문헌
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초록
Since its launch, WeChat has been changing the Chinese lifestyle, changing the traditional way of distribution, and changing the way companies market with the combination of information innovation and New Media. Now, WeChat plays an indispensable role in peopleʼs daily lives, not only in chatting software, but also in shopping, delivery, ordering, payment, and games. This study was centered on people who have used WeChat and around these backgrounds, planned study models. Through prior research, the purpose of the research is to explore the factors influencing the effects of the WeChat platform on MPR and explore the media effects of advertising attitude between WeChat platform features and MPR effects and provide basic material on its continued development. The research has shown that the reliability and diversity of the WeChat platform has a significant impact on both advertising attitude and purchase intention and propaganda intention of MPR effects. Advertising attitude has a positive impact on purchase intention and propaganda intention, and advertising attitude is shown to have a mediated effect between the WeChat platform and the MPR effects. The results of this study suggest the theoretical enlightenment of ʻcontinuous and stable development of the WeChat platformʼ, and it is expected that marketing development plans of various social platforms will provide basic materials.
Abstract
Since its launch, WeChat has been changing the Chinese lifestyle, changing the traditional way of distribution, and changing the way companies market with the combination of information innovation and New Media. Now, WeChat plays an indispensable role in peopleʼs daily lives, not only in chatting software, but also in shopping, delivery, ordering, payment, and games. This study was centered on people who have used WeChat and around these backgrounds, planned study models. Through prior research, the purpose of the research is to explore the factors influencing the effects of the WeChat platform on MPR and explore the media effects of advertising attitude between WeChat platform features and MPR effects and provide basic material on its continued development. The research has shown that the reliability and diversity of the WeChat platform has a significant impact on both advertising attitude and purchase intention and propaganda intention of MPR effects. Advertising attitude has a positive impact on purchase intention and propaganda intention, and advertising attitude is shown to have a mediated effect between the WeChat platform and the MPR effects. The results of this study suggest the theoretical enlightenment of ʻcontinuous and stable development of the WeChat platformʼ, and it is expected that marketing development plans of various social platforms will provide basic materials.
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