← Back to Volume 4, Issue 2

The Influencing Factors of Influencer on Consumers' Purchase Intention in Live Marketing

Shaofeng Lyu, Rosidah Musa, Xuehui Ding
Vol.4, No.2, pp.451-457, 2024 DOI: 10.62051/ijgem.v4n2.51 September 28, 2024
Download PDF
Abstract: With the development of network technology, live marketing has emerged, gradually turning from entertainment live broadcasting to commodity sales, becoming the new darling of e-commerce. Its features include two-way interaction, high accuracy, low cost, rich content and wide audience. Influencers play a central role in live marketing, promoting sales through product presentation, enhanced interaction, content creation and atmosphere. This paper analyzes the influence of influencers' image, reputation, professionalism and popularity on consumers' purchase intention. The management of influencers is discussed to ensure the stability and efficiency of live marketing.
Keywords: Live marketing, Influencer, Purchase intention
APA Citation: Shaofeng Lyu, Rosidah Musa, Xuehui Ding (2024). The Influencing Factors of Influencer on Consumers' Purchase Intention in Live Marketing. International Journal of Global Economics and Management, 4(2), 451-457. https://doi.org/10.62051/ijgem.v4n2.51

References

  1. Tan, S. Y. “The influence of influencer image on consumers' purchase intention in home appliance live streaming marketing”, Lao Zi Hao Brand Marketing, 2023 (11), 26-28.
  2. Liu, P. S and Shi, Y. D. “The influence mechanism of live streaming sales marketing model on consumers' purchase decisions”. China Business and Market, 2020(10), 38-47.
  3. Jin, Y. “A study on the influence of consumer trust perception on purchase intention in e-commerce live streaming”. China Business Review, 2020 (19), 40-43.
  4. Chen, W and Wu, J. H. “The influence of influencer-brand relevance on consumers' purchase intention”. Journal of Chongqing University of Arts and Sciences (Social Sciences Edition), 2023(10), 1-12.
  5. Campbell, D, Wells, J. D and Valacich, J. S. “Breaking the ice in B2C relationships: Understanding pre-adoption e-commerce attraction”. Information Systems Research, 2013(2), 219-238.
  6. Rao, M. R. “Analysis of influencing factors of online live streaming sales on consumers' purchase decisions in the new media era”. Modern Business Trade Industry, 2021(01), 56-58.