Analysis The Influence of The Interactivity of E-commerce Live Broadcast on Consumers’ Purchase Intention

Xinjie Li; Jiatong Yin; Lingyao Zhao

doi:10.54691/bcpbm.v31i.2533

Authors

Xinjie Li
Jiatong Yin
Lingyao Zhao

DOI:

https://doi.org/10.54691/bcpbm.v31i.2533

Keywords:

Para-social interaction; Interactive marketing; Purchase intention; Live e-commerce.

Abstract

Due to the emergence of the new coronavirus epidemic, people's attention has been paid to online shopping, and the achievements of live broadcast e-commerce are particularly impressive. Different from the traditional window-based e-commerce, the live e-commerce is separated from the limitation of the shopping platform and embedded into the content platforms such as short videos. This paper mainly discussed the influence of interactive marketing on consumers’ purchase intention. Starting from the concept of para-social interaction proposed by Horton and Wohl, this paper analysed the internal and external advantages and disadvantages of interactive marketing through SWOT method and gave corresponding development suggestions with Douyin as an example. This study concluded that the more para-social interaction, the more consumers trust the information provider, the more they can stimulate their purchase intention. Therefore, the interactive marketing model applied in Douyin platform has a significant positive impact on consumer purchase intention.

Downloads

Download data is not yet available.

References

Bao, D. (2010) Research on social Interaction between Visitors and posters in Virtual Trading Community. D. Dalian: Dalian University of Technology.

China Internet Network Information Center. (2021). The 48th Statistical Report on Internet Development in China. Retrieved from http://www.100ec.cn/ index/detail--6599998.html

Chen, Y. (2013) Research on the influence of user recommendation on Consumer purchase Intention in social Commerce. D. Beijing: Beijing University of Posts and Telecommunications.

Chinese Journal of Cooperative Economics. (2021). (04): 47-51.

Du, L. (2021). SWOT analysis and countermeasures of live broadcast economy based on e-commerce platform. J. Old District Construction, 37-40.

Donald, H. & R. R. Wohl. (2016). Mass Communication and Para-Social Interaction. Psychiatry 19(3), doi: 11023049.

David, C. G. (2002). Parasocial Interaction: A Review of the Literature and a Model for Future Research. Media Psychology 4(3), 279-305

Gu, L. & Gao Y. L. (2020). The influence of Vlogger on consumers ' purchase intention is studied by quasi-social interaction. Commercial economy research (09), 43-47.

Gai, C. & Cui Q. (2022). Status Quo and Improvement Measures of Douyin Platform E-commerce. Cooperative Economy and Technology (08), 88-90.

IResearch. (2021). China Live E-commerce Industry Research Report. Retrieved from http://www.199it.com/archives/1311023.html.

John R. Turner (1993) Interpersonal and psychological predictors of parasocial interaction with different television performers, Communication Quarterly 41(4), 443-453.

Kumar, N., & Benbasat, I. (2002). Para-social presence: a re-conceptualization of 'social presence' to capture the relationship between a Web site and her visitors. Proceedings of the 35th Annual Hawaii International Conference on System Sciences, 106-112.

Liu, W. & Dong, Y. (2022). Research on the Influence of Short Video Content Marketing on Consumers' Purchase Intention. J. Xinjiang Agricultural Reclamation Economy. 4, 71-81.

Li, J. (2020). The influence of online Hanfu store interactive marketing on consumers' purchase intention. D. Shanghai: Donghua University.

Lin, Q. (2021). Research on interactive marketing mode of mobile E-commerce. Shopping Mall Modernization. (13): 57-59.

Liu, Z. (2018). Research on the influence mechanism of mobile e-commerce network broadcast on users' online purchase intention [D]. Nanjing: Nanjing University of Science and Technology.

Lin, X. (2018) Research on Influencing Factors of Continuous Use Intention of Users of Pan-life entertainment Live Streaming Platform [D] Guangzhou: Jinan University.

Liao, R. (2008). Comparison of qualitative research and quantitative research and its enlightenment to higher education research. Science and Technology Higher Education Research (06), 65-67.

Meng, F. (2018) Research on the Influence of Opinion Leaders on Purchase Intention in social Business Environment [D] Nanjing: Nanjing University of Science and Technology.

Parboteeah, D. V., Valacich, J. S. & Wells, J. D., (2008) The Influence of Website Characteristics on a Consumer's Urge to Buy Impulsively. Information Systems Research 20(1), 60-78.

Stever, G.S., & Lawson, K.E. (2013). Twitter as a way for celebrities to communicate with fans: Implications for the study of parasocial interaction. North American Journal of Psychology 15, 339.

Kweon, S. & Cho, E. (2009). A Study of the Dimension of Para-social Interaction in TV Genre Program. Korean Journal of Broadcasting and Telecommunication Studies 23(3).

Wang, W. & Ji, H. (2018). Comparison of qualitative and quantitative research. Caizhi (10), 144.

Wang, X., Lei, S. & Guo, Y. (2020). Research on the impact of artificial intelligence and product type matching on user experience - Based on the perspective of quasi-social interaction. Commercial economy research (10), 67-69.

Wang, F. (2021). Discussion on interactive marketing and application mode of mobile e-commerce. Shanghai Commercial. (11), 30-31.

Xu, L. (2021). Research on e-commerce online live broadcast marketing model based on SWOT analysis. J. Jiangsu Business Theory, 46-49.

Yang, Z., Zou, Y. & Zhang, D. (2021) The influence of live broadcast interaction factors on clothing consumers' purchase intention. Shandong Textile Economy. (10), 5-12.

Zhang, D. (2020). Research on the Influence of Apparel Brand Live Interactive Marketing on Consumers' Purchase Intention. D. Shanghai: Donghua University.

Zhou X. (2015) Research on the influence of network interaction research on purchase intention in the era of social media [D]. Shanghai: Shanghai University of Engineering Science.