Work

Research on the dynamic link between live broadcast content, online comments and consumer purchase intention

Year: 2024

Type: article

Abstract: The purpose of the article is to reveal the actual eﬀect of live broadcast e-commerce on factors aﬀecting consumer purchase intention, and to help e-commerce companies and network anchors optimise live broadcast content and improve sales performance. The data of 100 live broadcasts was the research information base for quantitative analysis. Using these data the authors built the multiple linear regression model containing multiple predictor variables, and explore how these predictor variables aﬀect consumer purchase intention. The results of the model estimation show that the predictor variables have a signiﬁcant impact on consumer purchase intention and can explain 75 % of the change in sales.

Source: BSU Digital Library (Belarusian State University)

Authors: Abakumova, J. G., Huang Baijun

Institution: Belarusian State University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W7061636283

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