The Influence of Auditory Marketing on Consumers’ Purchase Intention Under e-Commerce Model

Xiangyun Chen ()
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Xiangyun Chen: Shanghai Lixin University of Accounting and Finance

A chapter in Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023), 2024, pp 34-41 from Springer

Abstract: Abstract With the rapid development of the Internet economy in China, e-commerce in China is also growing and changing, and more and more consumers are shifting their shopping locations from offline to online. The increasingly better living environment has made impulse buying common, attracting the attention of many scholars at home and abroad, and becoming one of the hot spots in the field of consumer behavior research. By selling products in the form of live streaming, we can firstly deepen the connection with consumers through real-time interaction, and secondly reduce the cost of sales while gaining high profits. Most of the existing studies on consumers’ online impulse buying intentions and impulse buying behaviors are based on the e-commerce environment. However, in the e-commerce environment, consumers cannot see the goods physically, and they cannot perceive the usage. In the live web shopping scene, these shortcomings can be compensated by the real-time interaction with the anchor, who can show the characteristics of the goods, the description of the touch can make consumers have a more specific and realistic perception of the goods. In addition to attracting many consumers and earning traffic, online shopping live streaming is more important to carry out effective conversion, stimulating consumers to produce impulsive buying behavior, bringing lucrative profits for brand businesses. In the fierce e-commerce live environment, many companies have not yet realized the importance of “auditory marketing” in business competition. As an important part of sensory marketing, it has not received enough attention from the business community and academia. This paper discusses the characteristics and definition of live marketing, the study of consumer motivation in live marketing, the study of the impact of live marketing on consumer decision making, the study of pre and post communication style influencing factors, and the value of auditory marketing and the impact of sound on consumer buying behavior, to illustrate the potential value of using auditory marketing for businesses.

Keywords: Auditory marketing; Live e-commerce marketing; Consumer motivation; Purchase intention (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-246-0_5

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