Proceedings of the
The Nineteenth International Conference on Computational Intelligence and Security (CIS 2023)
December 1 – 4, 2023, Haikou, China
A Study on the Impact of Influencer Livestream Marketing on Consumers' Purchase Intention
1City College of Dongguan, Dongguan, China.
2DongGuan Intellectual Property administration, Dongguan, China.
ABSTRACT
As a new business model, influencer livestream marketing has great developing potential, but it also faces moral risks, operational bottlenecks and regulatory challenges. In this paper, from an empirical point of view, questionnaires were distributed through question star, statistics and regression analyses of the questionnaire were carried out by SPSS26.0, and structural equation models were constructed by AMOS26.0 to test the model fitness and to verify the establishment of the hypotheses. The results show that influencer livestream marketing has a positive contribution to consumer behaviors, but there are also some potential problems. Therefore, the following suggestions are made including strengthening supervision and regulation, intensifying the supervision of the quality and authenticity of the goods; strengthening consumer education, and improving the identification ability and protection awareness of the consumers; establishing a credibility evaluation system, and encouraging the anchors and merchants to operate in good faith.
Keywords: Influencer livestream marketing, Purchase intention, Structural equation modelling, Regression analysis.
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1City College of Dongguan, Dongguan, China.
2DongGuan Intellectual Property administration, Dongguan, China.
ABSTRACT
As a new business model, influencer livestream marketing has great developing potential, but it also faces moral risks, operational bottlenecks and regulatory challenges. In this paper, from an empirical point of view, questionnaires were distributed through question star, statistics and regression analyses of the questionnaire were carried out by SPSS26.0, and structural equation models were constructed by AMOS26.0 to test the model fitness and to verify the establishment of the hypotheses. The results show that influencer livestream marketing has a positive contribution to consumer behaviors, but there are also some potential problems. Therefore, the following suggestions are made including strengthening supervision and regulation, intensifying the supervision of the quality and authenticity of the goods; strengthening consumer education, and improving the identification ability and protection awareness of the consumers; establishing a credibility evaluation system, and encouraging the anchors and merchants to operate in good faith.
Keywords: Influencer livestream marketing, Purchase intention, Structural equation modelling, Regression analysis.
Download PDF