Factors Influencing of Consumer Purchasing Intention on Network Broadcast

DOI

10.2991/978-94-6463-488-4_41How to use a DOI?

Keywords

Network broadcast; Situational factors; Marketing stimulus; Consumer purchasing intention; SOR theoretical model

Abstract

The purpose of this study is to explore the factors that affect the purchase intention of network broadcast consumers, and discuss the impact of these factors on consumers in Guangxi, the influence of situational factors (information quality, human interaction, transaction quantity) and marketing stimulus (discount offer, time limit) on the purchase intention of Guangxi consumer. A random sampling method was used to conduct a questionnaire survey among 400 users in Guangxi who watched live network broadcasts and bought products. The questionnaire uses the self-filling questionnaire as the research tool, including information quality, human interaction, transaction quantity, discount offer, time limit and purchasing intention. The validity and reliability analyses were carried out to ensure the stability of the collected data. The research result shows that information quality, human interaction, transaction quantity, discount offer, and time limit have a positive impact on consumer purchasing intention. In order to increase purchasing intention, information quality, human interaction, transaction quantity, discount offer, and time limit can be increased. Since they have the most significant impact on purchasing intention, it is recommended to strengthen the design of information quality, human interaction, transaction quantity, discount offer, and time limit in products or services. This research provides valuable insights for businesses operating in the online sales industry and can be used to improve their marketing strategies to attract more customers.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Liu Liuyan
AU  - Tatchapong Sattabut
AU  - Nusanee Meekaewkunchorn
AU  - Chaiyawit Muangmee
PY  - 2024
DA  - 2024/08/29
TI  - Factors Influencing of Consumer Purchasing Intention on Network Broadcast
BT  - Proceedings of the 2024 2nd International Conference on Digital Economy and Management Science (CDEMS 2024)
PB  - Atlantis Press
SP  - 372
EP  - 379
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-488-4_41
DO  - 10.2991/978-94-6463-488-4_41
ID  - Liuyan2024
ER  -