Proceedings of the 2023 2nd International Conference on Artificial Intelligence, Internet and Digital Economy (ICAID 2023)

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Analysis of the Factors Influencing Consumers’ Purchase Behavior by Recommendation Platform

Take Casual Snacks as an Example

Authors
Heda Zhang1, *, Junjie Cheng1, Yachun Cai1, Xiangyue Jiao1, Chen Zhang1, Yixuan Li1
1Beijing University of Chemical Technology, Beijing, China
*Corresponding author. Email: zhanghd@buct.edu.cn
Corresponding Author
Heda Zhang
Available Online 28 August 2023.
DOI
10.2991/978-94-6463-222-4_57How to use a DOI?
Keywords
Recommendation Platform; purchase behavior; bloggers/anchors; live broadcast
Abstract

In the Internet era, the “recommendation economy” has emerged. The purpose of this paper is tantamount to reveal the influence of various types of influences on consumers’ purchase behavior in recommendation platform. This study constructs a model of three major categories of influences on consumers’ purchase behavior: Recommendation bloggers/anchors, graphic and video recommendation, and live broadcast recommendation. The questionnaires were gathered for empirical analysis with casual snacks and college students as the survey subjects. The results show that bloggers/anchors’ visibility, professionalism, similarity to consumers have the most significant positive influence on consumer’s purchase behavior, with professionalism having the strongest influence; content quality and content format provided by graphic and video recommendation platform has significant positive influence on consumers’ purchase behavior; benefits provided by live broadcast recommendation platform and live broadcast scenario have significant positive influence on consumers’ purchase behavior.

Copyright
© 2023 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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Volume Title
Proceedings of the 2023 2nd International Conference on Artificial Intelligence, Internet and Digital Economy (ICAID 2023)
Series
Atlantis Highlights in Intelligent Systems
Publication Date
28 August 2023
ISBN
978-94-6463-222-4
ISSN
2589-4919
DOI
10.2991/978-94-6463-222-4_57How to use a DOI?
Copyright
© 2023 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.

Cite this article

risenwbib
TY  - CONF
AU  - Heda Zhang
AU  - Junjie Cheng
AU  - Yachun Cai
AU  - Xiangyue Jiao
AU  - Chen Zhang
AU  - Yixuan Li
PY  - 2023
DA  - 2023/08/28
TI  - Analysis of the Factors Influencing Consumers’ Purchase Behavior by Recommendation Platform
BT  - Proceedings of the 2023 2nd International Conference on Artificial Intelligence, Internet and Digital Economy (ICAID 2023)
PB  - Atlantis Press
SP  - 524
EP  - 534
SN  - 2589-4919
UR  - https://doi.org/10.2991/978-94-6463-222-4_57
DO  - 10.2991/978-94-6463-222-4_57
ID  - Zhang2023
ER  -