MS in Culture Technology at KAIST
Final defence : Dec 2022
MS_Thesis : “Cross-cultural Study of User Satisfaction and its Relationship with Behavioral Intention and User Behavior in Live-commerce”
Research Field: Live Commerce, Satisfaction, UTAUT2, SEM-ANN, User Study, Cultural Comparison
Summary: This research investigates the cultural differences in live commerce user satisfaction and its relationship with behavioral intention and use behavior between the United States and South Korea.