@article{ART003063667},
author={Ke Lyu and Minghao Huang},
title={The Impact of E-Commerce Live Streaming on Consumer Purchase Intention under the Background of the Internet Celebrity Economy},
journal={Journal of The Korea Society of Computer and Information},
issn={1598-849X},
year={2024},
volume={29},
number={3},
pages={199-216},
doi={10.9708/jksci.2024.29.03.199}
TY - JOUR
AU - Ke Lyu
AU - Minghao Huang
TI - The Impact of E-Commerce Live Streaming on Consumer Purchase Intention under the Background of the Internet Celebrity Economy
JO - Journal of The Korea Society of Computer and Information
PY - 2024
VL - 29
IS - 3
PB - The Korean Society Of Computer And Information
SP - 199
EP - 216
SN - 1598-849X
AB - This research examines the factors influencing consumer purchase intentions in e-commerce live streaming, set against the backdrop of the internet celebrity economy. The investigation serves as a pivotal inquiry into the dynamics of this economy, striving to uncover the extent of internet celebrities' influence, particularly in terms of their economic impact. Employing the Emotional Behavioral Cognitive (ABC) attitude theory and the Stimulus Organism Response (S-O-R) theory as foundational frameworks, this study scrutinizes internet celebrity live streaming sales. It incorporates direct observations and leverages existing scholarly work to devise a tailored measurement scale and questionnaire. From this, a research model and hypotheses are developed, leading to the establishment of an empirical model. This empirical model is instrumental in statistically analyzing how e-commerce live streaming, within the internet celebrity economy context, shapes consumer purchase intentions. By integrating theoretical insights and empirical findings, the research elucidates the strategic dimensions and consumer behavior aspects in digital commerce. It enhances understanding of how internet celebrity influence intersects with consumer purchasing processes. Overall, this study contributes to the academic discourse on digital marketing and consumer behavior, providing a nuanced perspective on the mechanisms through which internet celebrities affect e-commerce. It offers valuable implications for marketers, strategists, and policymakers aiming to navigate the complex landscape of the internet celebrity economy.
KW - Internet celebrity economy;E-commerce live streaming;Consumers;Purchase intention
DO - 10.9708/jksci.2024.29.03.199
ER -
Ke Lyu and Minghao Huang. (2024). The Impact of E-Commerce Live Streaming on Consumer Purchase Intention under the Background of the Internet Celebrity Economy. Journal of The Korea Society of Computer and Information, 29(3), 199-216.
Ke Lyu and Minghao Huang. 2024, "The Impact of E-Commerce Live Streaming on Consumer Purchase Intention under the Background of the Internet Celebrity Economy", Journal of The Korea Society of Computer and Information, vol.29, no.3 pp.199-216. Available from: doi:10.9708/jksci.2024.29.03.199
Ke Lyu, Minghao Huang "The Impact of E-Commerce Live Streaming on Consumer Purchase Intention under the Background of the Internet Celebrity Economy" Journal of The Korea Society of Computer and Information 29.3 pp.199-216 (2024) : 199.
Ke Lyu, Minghao Huang. The Impact of E-Commerce Live Streaming on Consumer Purchase Intention under the Background of the Internet Celebrity Economy. 2024; 29(3), 199-216. Available from: doi:10.9708/jksci.2024.29.03.199
Ke Lyu and Minghao Huang. "The Impact of E-Commerce Live Streaming on Consumer Purchase Intention under the Background of the Internet Celebrity Economy" Journal of The Korea Society of Computer and Information 29, no.3 (2024) : 199-216.doi: 10.9708/jksci.2024.29.03.199
Ke Lyu; Minghao Huang. The Impact of E-Commerce Live Streaming on Consumer Purchase Intention under the Background of the Internet Celebrity Economy. Journal of The Korea Society of Computer and Information, 29(3), 199-216. doi: 10.9708/jksci.2024.29.03.199
Ke Lyu; Minghao Huang. The Impact of E-Commerce Live Streaming on Consumer Purchase Intention under the Background of the Internet Celebrity Economy. Journal of The Korea Society of Computer and Information. 2024; 29(3) 199-216. doi: 10.9708/jksci.2024.29.03.199
Ke Lyu, Minghao Huang. The Impact of E-Commerce Live Streaming on Consumer Purchase Intention under the Background of the Internet Celebrity Economy. 2024; 29(3), 199-216. Available from: doi:10.9708/jksci.2024.29.03.199
Ke Lyu and Minghao Huang. "The Impact of E-Commerce Live Streaming on Consumer Purchase Intention under the Background of the Internet Celebrity Economy" Journal of The Korea Society of Computer and Information 29, no.3 (2024) : 199-216.doi: 10.9708/jksci.2024.29.03.199
