ABSTRACT
With the development of the Internet and the emergence of the epidemic, the importance of online shopping has gradually increased. In order to attract consumers, the propaganda methods of businesses have gradually become diversified. Among them, the online informercial became popular in the past year. From an empirical point of view, this article focuses on the characteristics of people watching live broadcasts and the factors that affect consumers' purchasing decisions, combining the consumer decision-making model and the empirical research of the predecessors. A questionnaire was designed and disseminated through the Internet. In the end, 161 people completed the first part and 49 of them completed the second part. All data have been analyzed with R studio. The following conclusions are drawn: consumers’ decision-making is positively influenced by the three channels “Knowledge”, “Emotion”, and “Fame of Kol”, among which the direct variables “Information” and “History” positively influence decision-making through “Knowledge”. “Information”, “Quality and low price”, and “History” positively influence decision-making through “Emotion”. “Fame” positively influences decision-making through “Fame of Kol”. At the end of the thesis, based on the conclusions, suggestions are made for online companies, live broadcast platforms to increase consumer purchases, and the deficiencies of this article are summarized.
- Meiling Ding. A study on the influence of consumers' purchase behavior under the "Internet celebrity + live broadcast + live commerce" model [J]. Chinese Marketing, 2018(16):148-149.Google Scholar
- Jinglin Wang. Research on the development of online live broadcast in the era of Internet celebrity economy [J]. News Research Guide ,2016,7(18): 361.Google Scholar
- Chong Xin, Xin Guo, Yuji Zhou. The influence of online word-of-mouth in social networking sites on consumers' willingness to buy group-considering the mediating role of brand trust [J].Technology Economy 2016(10):102-109Google Scholar
- Jiaqi Jiang. Analysis of influencing factors of internet celebrity live broadcast on consumer purchasing decision[D]. beijing university of posts and telecommunications. 2019Google Scholar
- Howard, J.A.. Marketing management analysis and planning [༭], Richard D. Irwin, Inc. 1963Google Scholar
- The Engel Kollat Blackwell Model of Consumer Behavior - MBA Knowledge Base (mbaknol.com)Google Scholar
- Marius F. Niculescu, D. J. Wu, Lizhen Xu (2018) Strategic Intellectual Property Sharing: Competition on an Open Technology Platform Under Network Effects. Information Systems Research 2018,29(2):498-519.Google Scholar
- Nicholas Economides, Evangelos Katsamakas (2006) Management Science , Jul., 2006, Vol. 52, No. 7, Open Source Software (Jul., 2006), pp. 1057-1071Google Scholar
- Feng Zhu, Qihong Liu (2018) Competing with complementors: An empirical lookat Amazon.com, August 2018 2618-2642Google ScholarCross Ref
Index Terms
- Watch and purchase: Analysis on Online Informercial
Recommendations
Payment Methods and Purchase Intention from Online Stores: An Empirical Study in Jordan
Online retail stores are a new booming phenomenon in the Arab world. Recent years witnessed a significant increase in the number of Arabic online stores launched for different kinds of products and services. Stores offer grocery products, fashion and ...
Patterns of Online Grocery Shopping in India: An Empirical Study
ICONIAAC '14: Proceedings of the 2014 International Conference on Interdisciplinary Advances in Applied ComputingIndia has a large and growing population using internet services for various needs. In the early stage of development IRCTC has created a huge mass of Indian population dependent on internet for online booking of railway ticket. In recent times, there ...
Online Shopping Behavior: A Study of Factors Influencing Consumer Satisfaction on Online viz-a-viz Conventional Store Shopping
Online shopping is a recent phenomenon in the field of E-Business with promising results indicating revolutionary change in shopping in the world. Accessibility and convenience are the key drivers for a major shift to online shopping. Due to ever ...
Comments