Abstract
E-commerce live broadcast is a kind of video live in the e-commerce platform. As an innovation of entrepreneurial marketing in the new media era, it quickly becomes the most important marketing method for many e-commerce sellers. Based on the characteristics of web live broadcast, this paper studies the path model of relationship between live video and customers’ purchase intention from the perspective of telepresence. Through the empirical analysis, it is found that the vividness, interactivity and authenticity of live video enhance consumers’ purchasing intention by affecting consumers’ sense of immediacy and trust. Research results affirm the rationality for e-commerce sellers to introduce live broadcast marketing. Studies of detailed influencing paths allow sellers to evaluate marketing activities from the perspective of customers’ mentality, to better understand the effect of live broadcast and finally to optimize marketing strategies.
Highlights
With the rapid development of Internet technology and the popularity of intelligent terminals, interpersonal interaction is increasingly frequent
Based on the characteristics of web live broadcast, this paper studies the path model of relationship between live video and customers’ purchase intention from the perspective of telepresence
It is found that the vividness, interactivity and authenticity of live video enhance consumers’ purchasing intention by affecting consumers’ sense of immediacy and trust
Summary
With the rapid development of Internet technology and the popularity of intelligent terminals, interpersonal interaction is increasingly frequent. Web live broadcast has gained favor from the vast number of users since it was born due to its vividness, interaction and realness. Live broadcast bridges sellers’ needs and customers’ purchasing demand, complementing supply and demand. The highly visualized and interactive video broadcast allows customers to see others’ fitting process and their feelings. A user may communicate with host and other users through bullet screen. This interactive mode solves the credibility dilemma in the e-commerce and boosts customers’ decision-making confidence. Tong path model of web live broadcast’s effect on customers’ purchasing intention from the perspective of sense of immediacy. Afterwards, the questionnaire data verify the path model. Efforts are focused on exploring possible webcast marketing methods that enterprises could take
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