Research on the impact of live streaming marketing by online influencers on consumer purchasing intentions

Wang, Xueli; Aisihaer, Nadilai; Aihemaiti, Aihetanmujiang

doi:10.3389/fpsyg.2022.1021256

Cited by 14 publications

(12 citation statements)

References 43 publications

(42 reference statements)

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“…In our second analysis, we discovered the R variable does not have to be fixed to Behavioral Intentions (Wang et al, 2022), as it is possible to use Brand Equity or Attachment, instead. Given the high correlation (Table 5), incorporating all of them would confound the analysis.…”

Section: Discussionmentioning

confidence: 98%

Psychological Factors that Influence Bottled Japanese Green Tea Purchase, an Extended Analysis

Demetrakos,

Nakato,

Romero-Perez

et al. 2024

Preprint

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This study extends our previous research by delving further into Japanese consumers’ perceptual model of bottled green tea beverages, examining psychological factors that affect behavioral intentions related to the four dominant brands of bottled green tea in the fiercely competitive Japan market. We employed an extended Mehrabian-Russell Stimulus-Organism-Response model to examine the factors. In our first analysis, our objective was to examine whether they are differences in how consumers evaluate individual brands. In our second analysis, we looked at whether Brand Equity or Brand Attachment could be substituted for Behavioral Intentions for the Response variable in the S-O-R model. Our findings demonstrate that the dominant brand in the green tea space is rated lowest across a number of important factors, yet maintains a commanding share of the market. In our second analysis, we show that it is possible to substitute Brand Equity and Brand Attachment for Behavioral Intentions.

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Section: Discussionmentioning

confidence: 98%

Psychological Factors that Influence Bottled Japanese Green Tea Purchase, an Extended Analysis

Demetrakos,

Nakato,

Romero-Perez

et al. 2024

Preprint

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“… Wongsunopparat and Deng (2021) indicates that when people have sufficient trust in livestreaming hosts engaged in product promotion, it significantly stimulates their desire to make online purchases from these hosts. Coincidentally, the research report by Wang et al (2022) explored the influence of Chinese internet influencers on consumer attitudes within the context of e-commerce livestreaming. In their study, internet influencers can be regarded as individual Intellectual Properties (IPs), where the influencers’ professional knowledge, bargaining ability, after-sales service, and livestreaming duration all substantially impact consumer trust in them.…”

Section: Theoretical Model and Hypothesismentioning

confidence: 99%

Exploring how IP marketing (media marketing) influences consumer shopping psychology through quantitative and empirical analysis

Zhang,

Luo

2024

Front. Psychol.

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As the concepts of intellectual property and media marketing have gained popularity, media marketing has gradually become an integral part of intellectual property marketing, and its use has become more widespread. However, the field of intellectual property marketing (media marketing) has become confused and faces challenges such as loss of uniqueness and weak consumer connections. Existing research efforts have focused on marketing strategies for branded intellectual property, but have neglected the important perspective of consumer psychology and behaviour. In this study, we use the AISAS model to segment digital marketing and delve into consumer psychology and behavioural factors that influence intellectual property marketing (media marketing). This exploration covers intellectual property content at the attention stage, intellectual property value at the interest stage, emotional trust at the search stage, mental consumption at the purchase stage and fan interaction at the sharing stage. We conducted a comprehensive analysis of the data using SPSS and AMOS, and integrated a consumer attitude questionnaire. The final findings confirm that intellectual property content, value, emotional trust, spiritual consumption and fan interaction all positively influence consumer psychology and behaviour. In addition, we make consumer-centric recommendations to extend the life cycle of intellectual property and promote sustainable brand development.

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“…Brand fit items were adapted from the scale in Park research [36]. Consumers' trust and attitude were adapted from the scale in Wang and Al-Debei et al [37,38]. Measurement items for impulse purchase intention were borrowed from the measurement scales in the studies of Ye et al…”

Section: Selection and Measurement Of Indicatorsmentioning

confidence: 99%

The Influence of Anchor Characteristics on Consumers' Impulse Apparel Purchase Intention — Evidence from FsQCA

Sun,

2024

Text Leather Rev

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Live streaming has become the hottest marketing method for apparel brands nowadays. E-commerce anchors, as the core of live marketing, have an important role in influencing consumers' impulse purchase intention. However, the research on clothing brand anchor characteristics on consumers' impulse purchase intention based on live-streaming anchor characteristics has yet to be explored in related studies. The article uses consumer trust and attitude as mediating variables, and the cognitive-affective system as an analytical framework. All variables are tested by validated factor analysis, and FsQCA to analyze the grouping of anchor characteristics (attractiveness, popularity, professionalism, interactivity, and brand fit) in apparel live streaming marketing. The article discovers seven configurations that triggered consumers' high impulse purchase intention and five configurations of non-high impulse purchase intention. The findings indicate that (a) all dimensions of anchor characteristics have a significant effect on consumers' impulse purchase intention, in which the effect of popularity is most significant; (b) consumers' trust has a mediating effect between anchors' attractiveness, popularity, interactivity, brand fit, and impulse purchase intentions; (c) consumers' trust and consumers' attitude have a chain-mediated effect between popularity, brand fit, and impulse purchase intention. The results of the research will help clothing anchors to further understand consumers' information needs and perceived preferences, and provide references to improve the quality of live streaming.

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Research on the impact of live streaming marketing by online influencers on consumer purchasing intentions

Cited by 14 publications

References 43 publications

Psychological Factors that Influence Bottled Japanese Green Tea Purchase, an Extended Analysis

Psychological Factors that Influence Bottled Japanese Green Tea Purchase, an Extended Analysis

Exploring how IP marketing (media marketing) influences consumer shopping psychology through quantitative and empirical analysis

The Influence of Anchor Characteristics on Consumers' Impulse Apparel Purchase Intention — Evidence from FsQCA

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