Analysis of the Impact of Interactive Marketing Characteristics on Users' Perceived Attributes in Mobile Live E-Commerce based on SPSS

Yiran Liu

2022

Abstract

The interactive marketing activity carried out by live e-commerce through the mobile terminal is a new e-commerce marketing form in recent years, which plays an important role in improving the commodity conversion rate and retaining users. In order to promote the development of live broadcast e-commerce, this paper uses professional computer analysis software such as SPSS to analyze and study the relationship between different interactive marketing types and user perception attributes according to the interactive marketing characteristics of live broadcast e-commerce. In this study, we comprehensively collected relevant data and statistically analyzed the big data, so as to help mobile e-commerce more accurately grasp the impact of various interactive marketing types of live e-commerce on the perceived attributes of actual users, so as to optimize the live marketing mode. It is found that different live interactive marketing types, manifestations and involvement will have a great impact on users’ perceived attributes.

Paper Citation

in Harvard Style

Liu Y. (2022). Analysis of the Impact of Interactive Marketing Characteristics on Users' Perceived Attributes in Mobile Live E-Commerce based on SPSS. In Proceedings of the 1st International Conference on Public Management, Digital Economy and Internet Technology - Volume 1: ICPDI; ISBN 978-989-758-620-0, SciTePress, pages 635-640. DOI: 10.5220/0011753500003607

in Bibtex Style

@conference{icpdi22,
author={Yiran Liu},
title={Analysis of the Impact of Interactive Marketing Characteristics on Users' Perceived Attributes in Mobile Live E-Commerce based on SPSS},
booktitle={Proceedings of the 1st International Conference on Public Management, Digital Economy and Internet Technology - Volume 1: ICPDI},
year={2022},
pages={635-640},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011753500003607},
isbn={978-989-758-620-0},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 1st International Conference on Public Management, Digital Economy and Internet Technology - Volume 1: ICPDI
TI - Analysis of the Impact of Interactive Marketing Characteristics on Users' Perceived Attributes in Mobile Live E-Commerce based on SPSS
SN - 978-989-758-620-0
AU - Liu Y.
PY - 2022
SP - 635
EP - 640
DO - 10.5220/0011753500003607
PB - SciTePress