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http://dx.doi.org/10.9717/kmms.2022.25.2.335

The Influence of Internet Word of Mouth Information on Consumers' Purchase Intention in E-Commerce Live Broadcast  

Zou, ChangYun (Dept. of Storytelling, Graduate School, Dong-Eui University)
Wang, ShuYi (Dept. of Animation and Digital Arts, Communication University of China Nanjing)
Kim, Chee-Yong (Dept. of Game Engineering, Dong-Eui University)
Publication Information
Journal of Korea Multimedia Society / v.25, no.2, 2022 , pp. 335-344 More about this Journal
Abstract
In recent years, Internet Word of Mouth (IWOM) as an important way for internet consumers to obtain product information, it has become a key factor influencing consumers purchase intention. However, does IWOM also affect consumers' willingness to buy in the E-commerce live broadcast environment? What online IWOM can make a difference? And how? This study establishes a theoretical model of the impact of IWOM on consumer purchase intention in Chinese E-commerce live broadcast. Questionnaire data were collected from 204 people through the internet, with the model and the hypotheses are tested by SPSS 21.0 software. The research results show that: Firstly, the influencing factors of IWOM in the E-commerce live broadcast are different from those in general E-commerce. Secondly, anchor traits, word of mouth quantity, and product involvement have a positive impact on consumers purchase intentions, but the strength of relationship, word of mouth quality and Word of mouth timeliness do not have significantly direct effect on consumers' purchase intentions. Finally, conclusion with theoretical references and practical suggestions for E-commerce live broadcast merchants that may enter the Chinese market.
Keywords
Internet word of mouth Information; Purchase intention; E-Commerce live broadcast;
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