Research on the dynamic link between live broadcast content, online comments and consumer purchase intention

  • Julia G. Abakumova Belarusian State University, 4 Niezaliezhnasci Аvenue, Minsk 220030, Belarus
  • Huang Baijun Belarusian State University, 4 Niezaliezhnasci Аvenue, Minsk 220030, Belarus

Abstract

The purpose of the article is to reveal the actual effect of live broadcast e-commerce on factors affecting consumer purchase intention, and to help e-commerce companies and network anchors optimise live broadcast content and improve sales performance. The data of 100 live broadcasts was the research information base for quantitative analysis. Using these data the authors built the multiple linear regression model containing multiple predictor variables, and explore how these predictor variables affect consumer purchase intention. The results of the model estimation show that the predictor variables have a significant impact on consumer purchase intention and can explain 75 % of the change in sales.

Author Biographies

Julia G. Abakumova, Belarusian State University, 4 Niezaliezhnasci Аvenue, Minsk 220030, Belarus

senior lecturer at the department of analytical economics and econometrics, faculty of economics

Huang Baijun, Belarusian State University, 4 Niezaliezhnasci Аvenue, Minsk 220030, Belarus

master’s degree student at the department of analytical economics and econometrics, faculty of economics

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Published
2024-06-06
Keywords: e-commerce live broadcast, content quality, content diversity, online comments, purchase intention
How to Cite
Abakumova, J. G., & Baijun, H. (2024). Research on the dynamic link between live broadcast content, online comments and consumer purchase intention. Journal of the Belarusian State University. Economics, 1, 60-67. Retrieved from https://journals.bsu.by/index.php/economy/article/view/6131
Section
M. Business Administration • Business Economics • Marketing • Accounting • Perso