Impact of Live Commerce Anchor Characteristics and Product Properties on Advertising Effect: Focusing on the moderating effect of the viewer type (MZ Generation and Other Generation)

Bai, Linjia; Inyong, Nam

doi:10.37272/jiecr.2022.08.22.4.261

JIECR

2022

DOI: 10.37272/jiecr.2022.08.22.4.261

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Impact of Live Commerce Anchor Characteristics and Product Properties on Advertising Effect: Focusing on the moderating effect of the viewer type (MZ Generation and Other Generation)

Linjia Bai¹,

Nam Inyong²

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Impact of Live Commerce Anchor Characteristics and Product Properties on Advertising Effect: Focusing on the moderating effect of the viewer type (MZ Generation and Other Generation)

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