• Journal of Convergence for Information Technology
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• v.12 no.1
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• pp.55-65
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• 2022

This study examines the relationship between customer experience, customer-influencer relationship quality, and customer behaviors. This study employed questionnaire survey and collected 413 data. The structural equation modeling (SEM) method is used to test the hypotheses of the study. As a result of the study, it was found that among customer experiences, emotional experience had a greater effect on hot IRQ than cold IRQ, and cognitive experience had a greater effect on cold IRQ than hot IRQ. And it was found that hot IRQ had a greater effect on relationship retention intention than recommendation intention, and cold IRQ had a greater effect on recommendation intention than relationship maintenance intention. This study provides various implications both theoretically and practically by examining the relationship quality between customers and influencers.

• Journal of the Korean Applied Science and Technology
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• v.41 no.3
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• pp.634-647
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• 2024

This study collected 411 copies of data from women in their 20s and 30s in Seoul and Gyeonggi Province who had received non-face-to-face counseling services from beauty influencer and analyzed them with the SPSS WIN 20.0 statistical program. The purpose of the study was to identify the effect of non-face-to-face consultation service quality on customer reliability and purchasing behavior, analyze the mediating effect of customer reliability, and provide basic data necessary for establishing beauty and cosmetics marketing strategies. As a result of the study, first, it can be seen that the main purpose of use of the beauty influencer non-face-to-face counseling service differs according to age, occupation, and average monthly income. Second, correlations between each variable appeared. Third, it was found that the higher the quality of non-face-to-face counseling services of beauty influencer, the higher the purchasing behavior. Fourth, the higher the customer reliability, the higher the purchasing behavior. Fifth, in the relationship between non-face-to-face counseling service quality and purchasing behavior of beauty influencer, customer trust was confirmed to have a partial mediating effect. In the future, it is hoped that the results of this study will be useful as basic data for establishing beauty and cosmetics marketing strategies.

• Journal of the Korea Society of Computer and Information
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• v.27 no.4
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• pp.169-181
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• 2022

Currently, due to the activation of SNS live broadcasting, online services based on influencer live broadcasting are becoming a major consumption trend around the world. This study aims to verify the relationship between service quality, customer satisfaction, product characteristics, and acceptance intention for influencer broadcasting based on nfluencer broadcasting experiences in an Internet environment. This study conducted a survey of users who experienced live broadcasting on social media in Taiwan from June 29 to August 30, 2020, and a total of 253 copies were used for empirical analysis. The collected data were analyzed through SPSS 25.0. The results of the empirical analysis are summarized as follows. First, it was found that the service quality factors (reliability, tangibility, responsiveness, certainty, and empathy) of Taiwan's influencer live broadcast had a significant effect on live broadcast satisfaction. Second, it was found that the product characteristics of Taiwan's influencer live broadcasting had a significant effect on product satisfaction. Third, it was found that live broadcasting satisfaction and product satisfaction had a significant effect on the acceptance intention of new brands in Taiwan's influencer live broadcasting. This study will provide useful data for establishing efficient marketing strategies to improve live and product satisfaction and increase acceptance of new brands by identifying service quality factors and product characteristics of Taiwan's influencer Live Broadcasting.