• Journal of the Korea Fashion and Costume Design Association
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• v.23 no.1
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• pp.19-36
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• 2021

Real-time two-way communication has become an important factor in the relationship between consumers and broadcasters in the Live Commerce environment. To clarify, the relationship of the factors, and the effect of Live Commerce's on consumer purchase intention were examined. In addition, the role of Wanghong, who broadcasts Live Commerce and Co-experience that occurs between consumer and broadcasters influences consumer purchase intention. An online survey method was conducted for 403 subjects in their 20s that were Live Commerce users in Shanghai, Beijing, and Guangzhou, China. The number of final the data used for the analysis was 274 and anlaysis was conducted using SPSS 26.0 program and a Sobel test was employed. Based on the analysis of the data, it was found that Live Commerce's characteristics consisted of interactivity, security, and Wanghong's characteristics consisted of honesty, originality, and expertise. Also, it revealed that Co-experience was consisted of responsiveness and vividness. Second, for Live Commerce's characteristics, the Wanghong's characteristics, and Co-experience had a positive effect on the consumers' purchase intention. Third, the Wanghong's characteristics and vividness, a factor of Co-experience, had significant mediating effects on the relationship between Live Commerce's characteristics and the consumers' purchase intention. Finally, responsiveness of Co-experience had a noteworthy mediating effect on the relationship between the interactivity of Live Commerce's characteristics and the consumers' purchase intention. This study confirmed the important role of Live Commerce's characteristics, the Wanghong's characteristics and Co-experience in relation to the consumers' purchase intention. In addition, the Wanghong's characteristics and Co-experience were proposed as a significant mediating factors.

• Asia-Pacific Journal of Business
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• v.12 no.3
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• pp.137-154
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• 2021

Purpose - The purpose of this study is to examine the mediating effect of shopping value in the relationship between information characteristics, Wanghong characteristics, and purchase intention in live commerce. Design/methodology/approach - The study conducted survey with self-reported questionnaire. The study sampled 212 Chinese consumers who have experienced live commerce led by Wanghong. Data were analyzed using SPSS 25.0 and AMOS 26.0. The multiple regression analyses with bootstrapping were conducted to test hypotheses. Findings - The results showed that utilitarian and hedonic values mediate the relationship between information characteristics such as interactivity, usefulness, and entertainment and consumers' purchase intention in live commerce. In addition, utilitarian and hedonic values mediate the relationship between Wanghong characteristics such as credibility, attractiveness, and familiarity and consumers' purchase intentions in live commerce. Research implications or Originality - This study broadens our knowledge in live commerce research by providing empirical evidence on the mediating effects of shopping value that further explain the relationship between information characteristics, Wanghong characteristics and consumers' purchase intention.

• The Journal of the Korea Contents Association
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• v.20 no.5
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• pp.105-117
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• 2020

This study defined the Creators who produce video contents related to Korean Wave in the form of one-person media and takes an influential role in China as the 'Korean Wave(Hallyu) Wanghong Media'. This study aimed at examining the effects of viewing motivation and behavior on satisfaction and cultural acceptance. The survey was conducted on 240 respondents who have watched the contents on China's Bilibili video site. As a result, among five different motivations, the higher the level of 'cultural curiosity', 'entertainment', and 'empathy', the higher the satisfaction. Examining the effect of viewing behavior on satisfaction, 'frequency', the act of 'sharing' and 'participating' had positive effects. Furthermore, 'cultural curiosity' and 'satisfaction' were the factors of positive influence on cultural acceptance. The results of this study can enhance the understanding of Korean Wave Wanghong Media and further contribute to continuous development.

• Management & Information Systems Review
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• v.38 no.3
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• pp.97-112
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• 2019

Currently, in China, mobile live broadcasts are more popular compared to online live broadcasts. Accordingly, this research focused on Wanghong, SNS's flagship live broadcasting app. In other words, Wanghong refers to an internet celebrity who acts online on social network services (SNS) influencing many other people. This study specifically focused on one social network service and conducted a study on live app users. The study first analyzed the quality factors of an SNS to users using China's live app. Secondly, the research investigated in finding out the impact of quality on the satisfaction of live app users and how this affects the live app user's satisfaction on their intention of continuous use. Studies have shown that information quality, system quality, and social quality among SNS quality have a positive influence on live app user satisfaction. However, the quality of service and the quality of emotion was rejected by the hypothesis. Throughout this study, we hope to create an app that allows users to share more satisfying mobile images, thereby establishing various episodes holding beautiful places of their life on a real-time basis. It is hoped that live broadcasting businesses will spread a significant impact around the world. Finally, in the future, research on the study of collective comparison between Korea and China on SNS is believed to be meaningful.

• Journal of Periodontal and Implant Science
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• v.49 no.3
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• pp.138-147
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• 2019

Purpose: Several studies have shown that the oral cavity is a secondary location for Helicobacter pylori colonization and that H. pylori is associated with the severity of periodontitis. This study investigated whether H. pylori had an effect on the periodontium. We established an invasion model of a standard strain of H. pylori in human periodontal ligament fibroblasts (hPDLFs), and evaluated the effects of H. pylori on cell proliferation and cell cycle progression. Methods: Different concentrations of H. pylori were used to infect hPDLFs, with 6 hours of co-culture. The multiplicity of infection in the low- and high-concentration groups was 10:1 and 100:1, respectively. The Cell Counting Kit-8 method and Ki-67 immunofluorescence were used to detect cell proliferation. Flow cytometry, quantitative real-time polymerase chain reaction, and western blots were used to detect cell cycle progression. In the high-concentration group, the invasion of H. pylori was observed by transmission electron microscopy. Results: It was found that H. pylori invaded the fibroblasts, with cytoplasmic localization. Analyses of cell proliferation and flow cytometry showed that H. pylori inhibited the proliferation of periodontal fibroblasts by causing G2 phase arrest. The inhibition of proliferation and G2 phase arrest were more obvious in the high-concentration group. In the low-concentration group, the G2 phase regulatory factors cyclin dependent kinase 1 (CDK1) and cell division cycle 25C (Cdc25C) were upregulated, while cyclin B1 was inhibited. However, in the high-concentration group, cyclin B1 was upregulated and CDK1 was inhibited. Furthermore, the deactivated states of tyrosine phosphorylation of CDK1 (CDK1-Y15) and serine phosphorylation of Cdc25C (Cdc25C-S216) were upregulated after H. pylori infection. Conclusions: In our model, H. pylori inhibited the proliferation of hPDLFs and exerted an invasive effect, causing G2 phase arrest via the Cdc25C/CDK1/cyclin B1 signaling cascade. Its inhibitory effect on proliferation was stronger in the high-concentration group.