중국 빌리빌리 이용자의 라이브 방송 후원 의도 결정 요인: 계획적 행동이론 해체모델(DTPB)을 중심으로

초록

This study applied the decomposed theory of planned behavior (DTPB) to analyze sponsoring behavior in live streaming on the Chinese platform Bilibili. A multidimensional belief structure was established to examine the factors influencing attitude, subjective norms, and perceived behavioral control, which are the antecedents of sponsoring behavior. A survey was conducted with 390 Chinese users who had prior experience with sponsoring streamers. The results showed that perceived behavioral control had the strongest influence on sponsoring intention, followed by attitude and subjective norms, both of which also had significant effects. The formation of a favorable attitude was positively influenced by enjoyment, a sense of superiority, the attractiveness of the creator, and interactivity. In terms of subjective norms, the support of friends had a greater impact than the support of other users. Additionally, among the factors shaping perceived behavioral control, facilitating conditions had a relatively stronger influence than self-efficacy.

키워드