The Impact of Live Webcast Product Recommendation on Consumers' Purchase Intention

Chen Weibin
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Chen Weibin: Asia Metropolitan University, Malaysia.

International Journal of Science and Business, 2022, vol. 6, issue 1, 58-72

Abstract: In 2012, China's mobile phone users surpassed desktop computers to become the largest Internet terminal, thus irreversibly entering the mobile Internet era. The marketing work of enterprises also appeared a new inflexion point, from the marketing of the industrial economy and information economy to the marketing of the mobile Internet era. In 2021, the total number of mobile Internet users in China exceeded 1.6 billion, and mobile social platform users reached 1 billion. With this, the price of user growth was significantly low, the bonus of traffic growth gradually disappeared, and the stock era has come. It means that enterprises need to change their business ideas and marketing strategies. Operating stock users primarily rely on community interaction and the establishment and maintenance of community emotion in the mobile Internet environment. The success of community operation is the critical factor as the opinion leader of organizers and influencers. The group of mobile Internet opinion leaders is gradually increasing, and professional opinion leaders also appear. This paper studies the impact on consumers' purchase intention from the perspective of information presentation of opinion leaders' commodity recommendation in the mobile network community, enriches the knowledge system of the relationship between opinion leaders and consumers' purchase intention in the mobile Internet environment and has practical significance for the marketing of current enterprises and individuals engaged in business activities.

Keywords: Opinion leader; Information presentation; Perceived value; Relationship strength; Purchase intention. (search for similar items in EconPapers)
Date: 2022
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