earticle

영어

Background/Objectives : This study takes focusing on TikTok live commerce in China, divides the influence of internet celebrity into 2 factors, such as charm and professionalism, and finds out its influence on the intention of recommendation and the media effect of input and perceived value. In order to confirm this argument, this study makes an empirical analysis on Chinese native Chinese and Chinese students in Korea. Methods/Statistical analysis :The analysis results show that the charm and professionalism of online red have a positive impact on recommendation intention, and confirm the media role of investment and perceived value in the relationship between internet celebrity`s influence and recommendation intention. Findings : Based on the above results, it is confirmed that the charm and professionalism of internet celebrity are important reasons to improve users' recommendation intention. Improvements/Applications : In addition, the enlightenment is put forward through this study, and the limitations and future research directions are discussed.