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http://dx.doi.org/10.9717/kmms.2022.25.9.1348

Research on the Influence of IWOM Information on WOM Intention in E-Commerce Live Broadcast  

Zou, ChangYun (Dept. of Storytelling, Graduate School, Dong-Eui University)
Zhang, Yun (Dept. of Storytelling, Graduate School, Dong-Eui University)
Kim, CheeYong (Major of Game Engineering, Dong-Eui University)
Publication Information
Journal of Korea Multimedia Society / v.25, no.9, 2022 , pp. 1348-1355 More about this Journal
Abstract
This study will be an exploratory study from the perspective of IWOM on the intention of word-of-mouth transmission. And based on 256 questionnaire survey data of E-Commerce live broadcast consumers, structural equation modeling is used to explore the paths and mechanisms of influence of consumers' perceived IWOM and perceived value on oral transmission intention in China's E-Commerce live broadcast. The results found that consumers' perceived IWOM had a positive effect on perceived usefulness and perceived entertainment, and that perceived usefulness had a positive effect on purchase intention while perceived entertainment had no direct effect on word-of-mouth transmission intention. Perceived IWOM also indirectly influences willingness to pass on word-of-mouth by affecting perceived value. Among them, the mediating effect of perceived usefulness in the path of perceived network influence on word-of-mouth transmission intention is greater than that of perceived entertainment.
Keywords
IWOM; Word of Mouth Intention; E-Commerce Live Broadcast;
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