Research on Consumer Purchase Intention of Different Social Presence in Live Broadcast based on GLS Structural Equation Mode

Long Zheng

2022

Abstract

The development of enterprise information technology provides more ways and means for enterprises to carry out marketing management, and the development of live broadcast information technology provides more ways and supports for customers to participate in enterprise consumption. The development of webcasting technology can display commodities in multiple directions, providing a good idea for the e-commerce circulation industry. This paper adopts the quasi-social interaction theory, collects data through questionnaires, on-site interviews and tracking sales records in the live broadcast of enterprises, analyzes the collected data based on statistical software such as SPSS 23.0 and AMOS 22.0, and uses GLS to build a structural equation model effects and mediation effects. Through empirical analysis, it is found that different presences in e-commerce live broadcasts have a positive impact on customer purchase intention, and the mediating effect of quasi-social interaction is significant. Among them, the dimensions of communication presence and warm presence have an important impact on social interaction, which in turn affects customers. Purchase Intention. On this basis, suggestions are put forward to improve the effect of webcasting.

Paper Citation

in Harvard Style

Zheng L. (2022). Research on Consumer Purchase Intention of Different Social Presence in Live Broadcast based on GLS Structural Equation Mode. In Proceedings of the International Conference on Big Data Economy and Digital Management - Volume 1: BDEDM, ISBN 978-989-758-593-7, pages 33-40. DOI: 10.5220/0011156000003440

in Bibtex Style

@conference{bdedm22,
author={Long Zheng},
title={Research on Consumer Purchase Intention of Different Social Presence in Live Broadcast based on GLS Structural Equation Mode},
booktitle={Proceedings of the International Conference on Big Data Economy and Digital Management - Volume 1: BDEDM,},
year={2022},
pages={33-40},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011156000003440},
isbn={978-989-758-593-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the International Conference on Big Data Economy and Digital Management - Volume 1: BDEDM,
TI - Research on Consumer Purchase Intention of Different Social Presence in Live Broadcast based on GLS Structural Equation Mode
SN - 978-989-758-593-7
AU - Zheng L.
PY - 2022
SP - 33
EP - 40
DO - 10.5220/0011156000003440