The Impact of E-Commerce Live Broadcasts on Consumers’Purchase Intention

E-commerce live broadcast has an important influence on consumers’purchase intention.The three dimensions of live broadcast content in the broadcast room are the number of comments,product quality,and live content as independent variables.A theoretical model is constructed with perceived value and risk as intermediaries and the consumers’purchase intention as the dependent variable,and corresponding hypotheses are put forward.We designed the scale,collected relevant data,and tested the model hypothesis using Statistical Package for Social Sciences(SPSS)and Analysis of Moment Structure(AMOS)software.The study found that the number of comments and product quality had a significant impact on perceived value,perceived risk,and consumers’purchase intention.From this conclusion,it is suggested that businesses should control the number of comments,strengthen the product quality of comments,and distinguish the repetition degree of the content of live broadcasts.

The Influence of Perceived Risk on Purchase Intention——A Case study of Taobao Online Shopping of Fresh Fruit

Based on perceived risk,the impacts of different kinds of risks on consumer's purchase intention are tested by using the investigation data of 2016,and perceived risks of consumers from different groups have different impacts on purchase intention. Via interviews and online questionnaires,425 copies of effective samples were obtained. The structural equation modeling is used for research. Results display that product risk significantly affects purchase intention,and perceived risk among different groups has significant difference. According to research conclusion,the authors think that consumer should actively collect all kinds of information and take effective risk avoidance measures; Taobao platform should continuously perfect purchase rule,punish the behavior of leaking buyers' information,and continuously update Alipay software to prevent hacker intrusion; business should guarantee product quality,open information and make scientific marketing strategy.

Empirical Analysis on Factors Affecting Mobile Internet Users’ Purchase Intention for 3G Handsets

The research on consumers' purchase intention for 3G handsets has important theoretical and practical value. This research puts forward four key factors which influence consumers' purchase intention based on the cue utilization theory, situational theory and social impact theory, then it establishes the study model for consumers' purchase intention of 3G handsets. Based on the result of the questionnaire survey and empirical analysis, the study shows that social influence is the most prominent factor in purchase intention. Moreover, as different from results of previous studies, the situational influence factors have no significant impact on purchase intention in the 3G handsets market. The results of the model provides a forceful evidence for operators' and handset manufacturers' decision-making of 3G handsets design and marketing strategies, and it will improve their social impact.

Influence Mechanism of Clothing Anchor Features on Consumers'Purchase Intention

Relying on the field of e-commerce live broadcast,the features of clothing anchors are divided into four dimensions:charm features,recommendation features,display features and interaction features.The intermediate variable of social presence is introduced to construct a theoretical model of e-commerce live broadcast consumers'purchase intention.Based on the questionnaire survey data collection,using SPSS 23.0 software and Amos 23.0 software to analyze the data,it is concluded that the features of charm,recommendation,display and interaction of the clothing anchors have a significant positive impact on consumers'purchase intentions.Social presence plays a mediating role in the influence of the features of charm,recommendation,display and interaction on consumer'purchase intention.

Consumers'Purchase Intention of Geographical Indication Agricultural Products under the Background of Live-streaming Sales:An Exploratory Research Based on Grounded Theory

Exploring the mechanism for the formation of consumer purchase intentions of geographical indication agricultural products in the context of live-streaming sales can provide an important reference for brand marketing of geographical indication agricultural products.In this study,in-depth interviews were conducted with consumers of geographical indication agricultural products.Based on grounded theory,open coding,axial coding and selective coding were performed for interview text.Finally,21 concepts,7 subcategories and 3 main categories were obtained,and a model of the formation mechanism of the purchase intention of geographical indication agricultural products under the background of live-streaming sales was constructed,that is,"consumer cognition-consumer attitude-consumer behavior".Among them,consumer cognition includes two dimensions:the type of geographical indication agricultural products and the live-streaming appeal strategy,i.e.,the personal cognition of consumer and the promotion of live-streaming host's strategy.Consumer attitude is value perception of consumers,mainly including two dimensions of functional value and emotional value.Consumer behavior is the consumer's willingness to buy.It has been concluded that the types of geographical indication agricultural products interact with the live-streaming appeal strategies.Through the intermediary of consumers'value perception,consumers'purchase intention is generated.Among them,resource-oriented geographical indication agricultural products adopt rational live-streaming appeal strategies,which can enhance the consumer's perception of functional value,thereby promoting their purchase intention;and cultural and creative geographical indication agricultural products brands adopt perceptual live-streaming appeal strategies,which can enhance the emotional value perception of consumers,thereby promoting their purchase intention.

Antecedents of Microblogging Users’Purchase Intention Toward Celebrities’Merchandise:Perspectives of Virtual Community and Fan Economy

Over the last few decades,cross-fertilization between marketing and fandom studies in a mediated world has been rare,hindering the knowledge development for marketing practitioners in the Chinese fan economy context.The purpose of this study is to find and establish a conceptual framework that includes Online Interaction(OI),Parasocial Relationships(PSR)and virtual fan communities on Weibo,and how these contributory factors embedded in the interplay process of digital fandom practices in terms of enhancing fans’Purchase Intention(PI)and media consumption behaviours toward the celebrities’merchandise.Using an online survey instrument,this research collected 294 completed responses from fans who had online interactions with celebrities and engagement of virtual fan communities on Weibo.Key results and findings provided a clear framework of four antecedents based on the conceptual model and indicated that the high intensity of OI led to higher levels of the perception of PSR and the Sense of Virtual Community(SOVC).Increased PSR and the SOVC can be seen as significant positive predictors of the PI(a part of consumer identity construction as a fan)also.This study revealed the underlying mechanism of an emerging marketing genre,also provide useful implications of audiences’digital marketing practices for marketers,celebrities and policymakers.

Construction of a Consumer Purchase Intention Model of Slimming Underwear

The main factors that affected consumer purchase intention toward slimming underwear(SU) were investigated through the construction of a consumer behavior model. The constructed model was tested by structural equation modeling. "Perceived risk" had a negative effect on the "attitude". "Perceived benefit" and "subjective norm" had positive impacts on the "attitude". And "attitude" significantly influenced consumer "purchase intention". However, "product knowledge" had no significant influence on the "purchase intention". The result provided initial framework for researchers to conduct further investigation and enlighten the SU enterprises to improve performance.

Influence of Online Comments on Tourist' Purchase Intention Based on Questionnaire Survey among Tourists in Tai'an City

Taking tourists in Tai'an City—an outstanding tourism city of China for example, this paper explored the influence of online comments(word-of-mouth effect) on tourists' intention of purchasing services of accommodation facilities and restaurants through analyzing 502 valid questionnaires. Then measures and suggestions were proposed for tourist enterprises improving online word-of-mouth marketing.

Reporting Corporate Social Responsibility： Using Comparative Messages to Influence Attitudes and Purchase Intentions

This study examined whether exposure to a firm＇s report of corporate social responsibility （CSR） activities affected attitudes toward the firm and increased behavioral intent to purchase products and services from it. Findings showed that increased knowledge of a company＇s CSR deeds fosters positive attitudes and favorable purchase intentions toward the company. Reports that compared the firm＇s CSR activities to the competitor＇s activities favorably affected consumers＇ attitudes and purchase intentions positively. On the other hand, self-promotional reports affected neither attitudes nor purchase intentions significantly.

Impact of Online Comments on Purchase Intention of College Student Consumers under Online Shopping

With the rapid development of network technology,online shopping has been constantly growing,and how to make better use of the dissemination effect of online comment has become an imperative and practical issue. Based on review of the existing literature,this paper established the theoretical research model and used the literature research and empirical research combined method to analyze the impact of online comment on purchase intention of college student consumers under online shopping. The research results indicate that the quantity,quality,valence and timeliness of online comments exert a significant impact on the purchase intention of college student consumers.

Predicting on Chinese Consumers’Organic Wine Purchase Intention

There is very little research on the perception and willingness of Chinese consumers to purchase organic wine.The research aims to understand the factors which influence Chinese consumers’willingness on organic wine purchase.Based on the TRA and TPB,combine with SCT,a conceptual model is established to solve research problems.

Research on Community Fresh O2O Purchase Intention Based on Customer Perceived Value

Based on the theory of customer perceived value,this paper makes an empirical analysis on the purchase intention of community fresh O2O,and proposes the customer perceived value concept including result,program,service,social and emotional value.At the same time,the intermediary variable of consumption attitude is put forward and the theoretical model constructed.It is verified that perceived value significantly influences purchase intention and consumption attitude,and plays an intermediary role between them by regression analysis method.This detailed study on the mechanism of perceived value influencing purchase intention through consumption attitude is of great guidance value.

Reducing the Negative Impact of Pop-up Advertisements on Users and Improving Potential Purchase Intention

With the development of the internet,online pop-up advertisements(hereinafter,referred to as pop-up ads)have emerged.However,online users may disdain and reject online advertisements,which affects online purchase intention.This study is on reducing the negative impact of pop-up ads on users and improving the commercial effect.Self-administered questionnaires were used to survey online users and website designers.The data collected were analyzed using SPSS and the open answers were sorted out by thematic analysis.The results revealed that attractive storylines,background music,and exquisite visual presentations are effective in reducing users5 rejection to pop-up ads as well as advertisement customization.It is better for pop-up ads to appear in the middle or end of videos.The VIP system is also a choice for users to eliminate them.Designers are supposed to keep a balance between users and advertisers.In addition,internet regulation needs to be strengthened to reduce eroticism and violence in pop-up ads as well as avoid the negative impact of these kind of pop-up ads on minors.

The Relationship between Consumers'Public Self-consciousness and their Purchase Intention of the New Luxury Goods

The era of consumption upgrade has begun due to the rapid economic development.Nowadays,the new luxuryconsumption is prevailing,and China has emerged as the primary consumer of these luxury goods.Based on the public self-consciousness of consumers,the relationship between this aspect and consumers'purchase intentions of the new luxury goodsis explored.This study investigated the impact of consumers'public self-consciousness on their willingness to purchase newluxury goods,validated the proposed hypothesis by design experiments,and used the linear regression analysis of theexperimental data.This study showed that the higher the consumer's public self-consciousness,the more inclined they wereto purchase these luxury goods.The findings of this study would be helpful to expand and enrich the researeh of the newluxury consumption behaviors in consideration that public self-consciousness is hardly reflected in recent research.Hence,this study would enlighten and acts as a significant reference for companies of the new luxury goods to develop more effectivemarketing strategies.

The Influence of IWOM on Restaurant Consumers’ Purchase Intentions: Taking PANGGELIA as an Example

This paper explores the factors influencing consumers’willingness to purchase under the influence of IWOM,taking perceived risk as the theoretical framework.The factors influencing consumers’willingness to purchase under IWOM are investigated from three perspectives:perceived functional risk,perceived psychological risk,and perceived financial risk.A combination of quantitative and qualitative research methods is used to derive the questionnaire theory using the interview method.The research findings are drawn using the questionnaire method and combined with the path analysis method.Based on the research results,relevant suggestions and countermeasures are proposed for such IWOM-influenced restaurants.

Promoting sustainable consumption and circular economy:the intention of Vietnamese youth consumers to purchase products made from recycled plastics

Recycling is viewed as a key component in a circular economy and serves as an ideal solution for promoting sustainability.During the global plastic crisis,plastic recycling practices have been adopted worldwide,leading to the production of various products made from recycled plastics(PRP).Nevertheless,a gap persists between consumption and demand for such products,which is primarily attributed to a lack of comprehension from the consumer perspective.Given the pivotal role consumers play in the adoption of these products,this study explores consumers’intentions to purchase PRP.This is particularly significant in Vietnam,which is an emerging economy aspiring to achieve the objectives of a circular economy and sustainable development.Utilizing an integrated cognitive-emotional framework comprising the Valence Theory and the Norm Activation Model,data from 564 Vietnamese students were gathered and analyzed using structural equation modeling.The results show that awareness of consequences is a major driver of consumer purchase intentions,followed by perceived ease of application and monetary incentives.The results also indicate that health concerns have the strongest effect on purchase intention and in the negative side,meaning that the health-related risk is the primary concern for consumers during the decision-making process.This research holds substantial value for academics and managers,as it aids in the theoretical exploration and the formulation of strategies to improve consumer acceptance of PRP.

A PLS-SEM Based Approach: Analyzing Generation Z Purchase Intention Through Facebook’s Big Data

The objective of this paper is to provide a better rendition of Generation Z purchase intentions of retail products through Facebook.The study gyrated around the favorable attitude formation of Generation Z translating into intentions to purchase retail products through Facebook.The role of antecedents of attitude,namely enjoyment,credibility,and peer communication was also explored.The main purpose was to analyze the F-commerce pervasiveness(retail purchases through Facebook)among Generation Z in India and how could it be materialized effectively.A conceptual fac¸ade was proposed after trotting out germane and urbane literature.The study focused exclusively on Generation Z population.The data were statistically analyzed using partial least squares structural equation modelling.The study found the proposed conceptual model had a high prediction power of Generation Z intentions to purchase retail products through Facebook verifying the materialization of F-commerce.Enjoyment,credibility,and peer communication were proved to be good predictors of attitude(R^(2)=0.589)and furthermore attitude was found to be a stellar antecedent to purchase intentions(R^(2)=0.540).

Empirical Study of Consumers’ Purchase Intentions in C2C Electronic Commerce

Electronic commerce is becoming increasingly important in business, but lack of intention to purchase has become a main barrier in the development of electronic commerce. Thus, effective measures are needed to promote consumers’ intentions to purchase in online consumer to consumer （C2C） stores. This paper postulates that five factors, the perceived ease of use of the website, perceived usefulness of the website, vendor competence, introduction and recommendations of third parties, and vendors’ attitude toward customers, influence consumers’ intentions to purchase in online C2C stores and this intention directly leads to their action to purchase from online C2C stores. The structural equation modeling （SEM） method was used to analyze empirical data, supporting these hypotheses except for the effect of vendor competence.

The Effect of Instant Messaging Social Media Platform Characteristics on Consumers’ Purchase Intention: An Empirical Study of WeChat

With the rapid development of mobile communication equipment,the significant role of social media platforms is realized in social media marketing.To determine the effect of instant messaging social media platform characteristics on consumers’purchase intention,we collected WeChat user data and designed an empirical model based on the technology acceptance theory.Analysis of 388 qualified surveys revealed significant positive effects of instant messaging social media platform characteristics,such as social presence,media richness,immediacy of communication,privacy protection,and entertainment on customers’purchase intention.This study aims to extend the scope of technology acceptance theory,providing practical ideas for firms and highlighting the prominent role of instant messaging social media platforms in marketing activities.

Mediating role of brand app trust in the relationship between antecedents and purchase intentions-Iranian B2C mobile apps

This study investigates the mediating role of brand app trust in the relationship between brand app antecedents and purchase intentions via a brand mobile app.It explores the mediating potential of brand and platform trust in this relationship between antecedents and purchase intentions and also highlights which brand antecedents are useful for directly or indirectly establishing trust towards purchasing via a mobile app in the Iranian mobile commerce market.This study uses survey data collected through an online questionnaire form and applies the partial least squares method to extract its findings.All of the estimation results are found to be unbiased and robust.The results show that brand app trust plays a mediating role in the relationship between the brand app antecedents of word-of-mouth recommendation,subjective norms,perceived image(social antecedents),mobile computing self-efficacy(consumer-based antecedent),and perceived ease of use(system antecedent)and purchase intentions via a brand mobile app in Iran.