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The mechanism of brand reputation on consumer purchase intention in live banding

Hong-Wei WuHui Guan

Dalian University,School of Economics and Management

摘要:In recent years, with the rise of the live broadcast, more and more consumers are consuming by watching a live broadcast.To investigate the influence of brand shop live broadcast on consumer purchase intention and its mechanistic relationship, this paper collected pop-up data from eight brand shop live broadcast rooms for three consecutive days through Python, applied the qualitative research method of grounded theory, and aided by NVivo11 for coding, constructed a mechanistic model of the influence of brand shop live broadcast on consumer purchase intention, and verified the saturation of the model. The findings show that attractiveness, interactivity, incentives, realism, and edge information are the independent variables in this paper and that these variables can indirectly drive consumers’ purchase intentions through two mediating variables: perceived value and customer engagement.Brand reputation is the moderating variable in this paper, and the strength of consumer purchase intentions changes when moderated by brand reputation. This paper enriches the mechanisms behind the impact of brand shop live banding on consumer purchase intention and provides theoretical and practical level guidance for brand shops to conduct live banding.
会议名称:

2021 4th International Conference on Data Science and Information Technology (DSIT 2021)

会议时间:

2021-07-23

会议地点:

中国上海

  • 专辑:

    经济与管理科学

  • 专题:

    贸易经济; 贸易经济

  • DOI:

    10.26914/c.cnkihy.2021.032906

  • 分类号:

    F724.6;F713.55

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