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The Influence Factors of the Characteristics of Live Broadcast E-commerce Anchors on Consumers’ Intention to Recommend WOM: A S-O-R Perspective

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HCI International 2023 – Late Breaking Papers (HCII 2023)

Part of the book series: Lecture Notes in Computer Science ((LNCS,volume 14060))

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Abstract

In the era of Marketing 4.0, recommendation has become a typical feature of marketing, the effectiveness of word-of-mouth (WOM) has exceeded the influence of traditional marketing methods such as advertising and published. However, little research attention has been devoted to understand the formation mechanism of customers’ willingness to recommend WOM under the marketing model of live broadcast e-commerce. To fill this gap, we thus ground our research in the migration theory, more specifically, the SOR (stimulus-organism-reaction) model to enhance our understanding of the influence factors of the characteristics of anchors who plays a leading role in the live broadcast scene on customers’ intention to recommend WOM. The results show that: (1) the influence factors of the characteristics of anchors including reliability, speciality and attractivity had positive impacts on Perceived Experience; (3) anchors’ Interactivit don’t have positive impacts on Perceived Experience (5) perceived experience had positive impacts on users’ intention to recommend. Finally, the stimulate factors jointly explained 86.2% variance of perceived experience, which in turn explained 69.9% variance of users’ intention to Recommend WOM.

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Authors and Affiliations

  1. College of Economics and Management, Nanjing University of Aeronautics and Astronautics, Nanjing, China

    Linwei Hu, Chuanmin Mi & Lili Liu

Authors
  1. Linwei Hu
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  2. Chuanmin Mi
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  3. Lili Liu
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Corresponding author

Correspondence to Linwei Hu .

Editor information

Editors and Affiliations

  1. Cyprus University of Technology, Limassol, Cyprus

    Panayiotis Zaphiris

  2. Cyprus University of Technology, Limassol, Cyprus

    Andri Ioannou

  3. Soar Technology, Inc., Orlando, FL, USA

    Robert A. Sottilare

  4. Fraunhofer FKIE, Wachtberg, Germany

    Jessica Schwarz

  5. City University of Hong Kong, Hong Kong, Hong Kong

    Fiona Fui-Hoon Nah

  6. City University of Hong Kong, Hong Kong, Hong Kong

    Keng Siau

  7. University of West Florida, Pensacola, FL, USA

    June Wei

  8. University of Central Florida, Orlando, FL, USA

    Gavriel Salvendy

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Hu, L., Mi, C., Liu, L. (2023). The Influence Factors of the Characteristics of Live Broadcast E-commerce Anchors on Consumers’ Intention to Recommend WOM: A S-O-R Perspective. In: Zaphiris, P., et al. HCI International 2023 – Late Breaking Papers. HCII 2023. Lecture Notes in Computer Science, vol 14060. Springer, Cham. https://doi.org/10.1007/978-3-031-48060-7_34

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  • DOI: https://doi.org/10.1007/978-3-031-48060-7_34

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-48059-1

  • Online ISBN: 978-3-031-48060-7

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