Analysis on the Impact of Live Marketing on Purchase Intention: Case of Cosmetics Industry

Xuanfang He; Xin Xiao; Peng Ding

doi:10.47297/wspciWSP2516-252706.20210506

PDF
Export
Share
Collection
Album

Analysis on the Impact of Live Marketing on Purchase Intention: Case of Cosmetics Industry

Volume 5, Issue 6

Views: 0 Downloads: 11

Analysis on the Impact of Live Marketing on Purchase Intention: Case of Cosmetics Industry
Analysis on the Impact of Live Marketing on Purchase Intention: Case of Cosmetics Industry
Changsha Normal University
Vol. 5, Issue 6, Pages: 58-62(2021)
Published： 2021 ，
DOI：10.47297/wspciWSP2516-252706.20210506
Accepted：

Scan QR Code

XUANFANG HE, XIN XIAO & PENG DING. (2021). Analysis on the Impact of Live Marketing on Purchase Intention: Case of Cosmetics Industry. Creativity and Innovation, 5(6), 58-62..
DOI：

XUANFANG HE, XIN XIAO & PENG DING. (2021). Analysis on the Impact of Live Marketing on Purchase Intention: Case of Cosmetics Industry. Creativity and Innovation, 5(6), 58-62.. DOI： 10.47297/wspciWSP2516-252706.20210506.

摘要

Abstract

With the popularization of the Internet and the advent of the 5G era

live broadcast marketing

as a new model

breaks the thinking of traditional advertisement marketing. This article takes the characteristics that live broadcast marketing can create a strong sense of social presence as the entry point

based on the SOR model

combined with the theory of private domain traffic and mental flow experience theory

to explore the influence of three theories on purchase intention in the context of live broadcast marketing.

关键词

Keywords

Live marketingPrivate domain trafficSocial presence

references

John Short,Ederyn Williams,Bruce Christie. “Book of the Month”[J]. Communication Booknotes Quarterly,1977,8(9).[2] Shin,Dong-Hee, and Youn-Joo Shin.’Consumers’ Trust in Virtual Mall Shopping: The Role of Social Interaction,vol.27/no.5,(2011),pp.450-75.[3] Csikszentmihalyi M,Rathunde K. “The measurement of flow in everyday life: toward a theory of emergent motivation.”[J]. Nebraska Symposium on Motivation. Nebraska Symposium on Motivation,1992,40.[4] Feng Jun, Lu Mei. “An Empirical Study on Impulsive Purchase Intention of Live Streaming Marketing in the Mobile Internet Era” [J]. Soft Science,2020,34(12):128-33+144.[5] Liu Zhilin, Zhang Zhong, Xiao Haijian. “The influence of social presence on customer purchase intention in live broadcast marketing” [J]. Journal of Shanxi Datong University (Natural Science Edition), 2021,37(01):55-59+64.[6] Zhao Dongling. “Exploration of Brand Exposure and Sales Conversion in the Era of Online Live Broadcasting——Taking Shopping Live Broadcasting Platforms as an Example” [J]. Business Economics Research, 2018(01):62-64.[7] Wang Liming, Li Xiaodong, Li Xiaohu, Huang Jie. “Research on Consumers’ mental flow experience, Emotional Attachment and Sticky Behavior——An Empirical Analysis Based on Booking Travel Apps”[J]. Xinjiang Finance and Economics,2021(01):49-59.[8] Xu Jiamin. “The dissemination characteristics and audience psychology of beauty short videos——Based on the case study of Li Jiaqi” [J]. New Media Research, 2019,5(13):51-53.[9] Xu Ying, Xiao Lingling. “Analysis of College Students’ Consumption Participation Behavior and Driving Factors in E-commerce Live Broadcasting” [J]. Business Economics Research, 2021(03):55-58.

Alert me when the article has been cited

Submit

No data

Related Author

No data

Related Institution

No data

⁰