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http://dx.doi.org/10.9717/kmms.2022.25.2.382

The Mediating Role of Interaction in the Relationship between IWOM and Purchase Intention E-commerce Live Broadcast  

Zou, ChangYun (Dept. of Storytelling, Graduate School, Dong-Eui University)
Kim, Chee-Yong (Dept. of Game Engineering, Dong-Eui University)
Publication Information
Journal of Korea Multimedia Society / v.25, no.2, 2022 , pp. 382-389 More about this Journal
Abstract
In China, E-commerce live broadcast has emerged as the most popular and innovative online shopping form for today's consumers, and its "real-time interactive" feature can compensate for the communication delays of general online shopping. Based on the author's previous research it has been demonstrated that, in the E-commerce live broadcast environment, Internet Word of Mouth (IWOM) has become an important reference for consumers when making purchases. In this paper, we reconstructed the "IWOM-Purchase Intentions" model and use interaction (Auchor-Audience and Audience-Audience) as a mediating variable to empirically investigate the impact of IWOM on purchase intentions in E-commerce live broadcast. The data were collected through a questionnaire survey of individuals who had experience in E-commerce live broadcast and 250 valid data were obtained and analyzed by SPSS21.0. The results show that: the interaction (Auchor-Audience) acts as a mediator between IWOM (strength of relationship; word-of-mouth quality and word-of-mouth timeliness) and purchase intention; And the interaction (Audience-Audience) acts as a mediator between word-of-mouth timeliness on purchase intention, but has no significant mediation on the impact on the strength of relationship and word-of-mouth quality to purchase intention. On this basis, recommendations are made for the implementation of IWOM marketing strategies for E-commerce live broadcast platforms and anchors.
Keywords
Internet Word of Mouth Information; Purchase Intention; Interaction; E-Commerce Live Broadcast;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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