Influencing Mechanism of Live Broadcasting Marketing Pattern on Consumers’ Purchase Decision Internet Background

Abstract

AbstractDuring the epidemic, the physical retail industry has been tested; it has to change its way of thinking and keep up with the times; and live broadcasting marketing has attracted more attention. There is little previous literature focusing on digital marketing. Research on the influencing mechanism of live broadcasting marketing pattern on consumers’ purchase decision shows that the key links in influencing fans’ purchase decision are in such three stages as paying attention, arousing interesting, and searching, while excellent content, incentive mechanism, unique charming of the influencers, good interaction, and trust can significantly and positively affect fans’ purchase decision-making. Among them, the important influencing factors in the stage of paying attention are the high-quality content and the effective consumption incentives; the important influencing factors in the stage of arousing interests are the unique charming of the influencers and the sound interaction; and the important influencing factor in the stage of searching is the trust on influencers. Comparatively speaking, the personal charming of influencer has greater commercial value in promoting fans’ shopping. The authors put forward some suggestions on this: first, traditional retail enterprises should try to cany out live broadcasting marketing, pay attention to those important influencing factors, and promote the effect of live broadcasting marketing through optimizing contents, strengthening incentives, building host characteristics, improving interaction frequency, accumulate and take advantage of trust; second, they should pay more attention to the effect of the hosts and formulate the marketing strategy according to those influencing factors; third, the platforms? capability for screening and evaluating should be enhanced to promote fans’ purchasing; and fourth, the retail enterprises should take advantage of the opportunity of live broadcasting marketing to open a new marketing situation in the post epidemic era.KeywordsLive broadcasting marketingAIS AS marketing modePurchase decisionDigital marketing