Research on the Influence of Webcast on Consumers’ Purchase Decision

DOI

10.2991/aebmr.k.210319.057How to use a DOI?

Keywords

webcast, purchasing decision, consumer behavior analysis

Abstract

The results show that the three factors of high quality content, opinion leaders and entertainment have positive effects on trust, perceived functional value and perceived affective value. That is, the more capable the content, opinion leaders or anchors of high-quality e-commerce live broadcasts (hereinafter referred to as “pounds”) are. Consumers of PFV (hereinafter referred to as “PFV”) and perceived emotional value (hereinafter referred to as “PEV”). The interaction positively affects trust and PFV, that is, the stronger the interaction between e-commerce LBs, the stronger the interaction between consumer trust and PFV. Discount promotion has a negative impact on consumer trust and PFV, that is, the stronger the discount promotion is in the LB room of e-commerce, the weaker the consumer trust and PFV will be. There is no intermediate variable for discount promotion, so it will directly affect consumers’ purchase intention. Therefore, discount promotion may lead to consumers’ impulsive purchase behavior. Trust, PFV and PEV all positively affect purchase intention. In other words, the higher consumers’ trust in the product, the stronger the PFV and emotional value are, and the stronger their purchase intention is.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Zhenxiang Guan
PY  - 2021
DA  - 2021/03/22
TI  - Research on the Influence of Webcast on Consumers’ Purchase Decision
BT  - Proceedings of the 6th International Conference on Financial Innovation and Economic Development (ICFIED 2021)
PB  - Atlantis Press
SP  - 315
EP  - 319
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210319.057
DO  - 10.2991/aebmr.k.210319.057
ID  - Guan2021
ER  -