The Influence of Interactive Marketing of Webcast Platform on Users' Purchase Intention Mediated by Perceived Information Quality

Abstract

Abstract

       As an important feature of network broadcast, interactive marketing is different from traditional e-commerce. How to make effective use of this interactive function has become the focus of network broadcast enterprises.  Under the current situation and environment of live streaming, digital marketing research tends to investigate the impact of live streaming platform on users' purchase intention. In such a scenario, the researcher investigated the influence of network broadcast interactive marketing on users' purchase intention and preferences. The literature covered network broadcast platform, interactive marketing, user purchase intention, perceived information quality and other related aspects, and the logical relationship between organizational variables. A theoretical model of perceived information quality as a mediating variable was proposed. The data were gathered via online data collection from 437 voluntary participants via a constructed questionnaire, and analyzed by SPSS 24.0 and Amos 24.0. The findings pointed to interactive marketing having a positive impact on users’ purchase Intention mediated by perceived information quality. Suggestions were made to (i) increase the purchase motivation of users through the effective interaction of anchors on the network broadcast platform, and (ii) sensitize interactive marketing on network broadcast platforms to users’ specific needs for products and services.

 Keywords: Network live broadcast platform, interactive marketing, online purchase intention, perceived information quality