Effects of user experience in live marketing on consumer purchase intention-Reference-Cited by-同舟云学术

Effects of user experience in live marketing on consumer purchase intention

Published:2023-02-22 Issue: Volume:39 Page:310-317
ISSN:2692-6156
Container-title:BCP Business & Management
language:
Short-container-title:BCPBM

Author:

Liu Yutong

Abstract

Live-streaming marketing has become an important marketing mode in the online environment and has become one of the important marketing modes for enterprises to obtain sales revenue. This research constructs a research model of user experience and intention of purchase in live-streaming marketing based on SOR theory. Through a questionnaire survey, this paper studies the impact of user experience of live marketing on customer trust and intentions of purchase. This research found a positive relationship between customer trust and consumer purchase intention. The user experience of live marketing has a firsthand impact on consumer’s intention to purchase. In addition, as a mediating variable, customer trust indirectly affects consumers' purchase intention. This research enriches the research in the field of user experience in live-streaming marketing and proposes ways to enhance user experience in live-streaming marketing. It has a certain guiding significance for the development of enterprise live marketing activities.

Publisher

Boya Century Publishing

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