• International journal of advanced smart convergence
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• v.10 no.4
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• pp.149-157
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• 2021

This study aims to understand how an influencer's social and physical attractiveness, background and value homophily influences consumer's emotional attachment, which in turn causes user stickiness with regards the influencer's live commerce. We tested all proposed hypotheses among users of the online shopping platform "TaoBao". Ultimately, 297 questionnaires were collected by means of an online survey. The results revealed that social and physical attractiveness positively influence emotional attachment. Meanwhile only value homophily significantly affected emotional attachment, whereas background homophily did not significantly affect emotional attachment. Additionally, emotional attachment was found to significantly influence live commerce stickiness. We also investigated the moderation effect of perceived beauty trends of products sold on live commerce, where the results indicated that high beauty tends to have a higher effect on live commerce stickiness behavior. Lastly, theoretical and managerial implications have been offered.

• The Journal of the Korea Contents Association
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• v.12 no.12
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• pp.170-178
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• 2012

This study examines perceived homophily by the degree of self disclosure among SNS users. In this research, there were three different groups in terms of the degree of self disclosure among SNS users such as strong, medium and weak self disclosure groups The major results are as follows: Firstly, the higher the degree of self disclosure, the more social network service use. In addition, the higher the degree of self disclosure, the smaller the degree of online activity including blog and mini web page. Secondly, the higher the degree of self disclosure, the higher the degree of socio-demographic homophily. It can be argued that the strong group had much more mean scores than that of medium and weak groups in terms of regions, gender, age and vocation except nationality. Also, the higher the degree of self disclosure, the higher the degree of shared homophily except of political opinion homophily.

• Journal of Digital Convergence
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• v.17 no.4
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• pp.267-278
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• 2019

The purpose of this study is to verify empirically the effects of BJ worship and perceived homophily on game efficacy through mediating effect of loyalty to viewing. 485 participants who had watched personal game broadcasting were collected as a sample through an online survey and the collected data were analyzed through structural equation modeling. The research model assuming full mediating effect and the alternative model assuming partial mediating effect were compared and bootstrapping was performed to analyze direct and indirect effects between variables. The results showed BJ worship and perceived homophily had significant effects on game efficacy through the full mediated effect of loyalty to viewing. The noteworthy contribution of this study is to verify how viewing personal game broadcasting has a significant impact on the formation of game efficacy and then ultimately provide positive perception of BJ.