KOREASCHOLAR

THE EFFECT OF PARASOCIAL RELATIONSHIP IN B2B PURCHASING PLATFORM ON USER LOYALTY: EVIDENCE FROM THE CHINA B2B PURCHASING PLATFORM

Xiaolei Yu, Kyunghoon Kim, Shuman Wang, Chunlin Yuan
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/372663
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Global Fashion Management Conference
2019 Global Fashion Management Conference at Paris (2019.07)
p.739
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
entrepreneurial spirittrusting beliefsparasocial relationshipB2B marketing
Author
  • Xiaolei Yu(Business School of Henan University, China)
  • Kyunghoon Kim(Changwon National University, Republic of Korea)
  • Shuman Wang(Henan University, China)
  • Chunlin Yuan(Business Management Institute of Henan University, China)