Effects of Live Webcast Marketing Factors and Perceived Value on Customer Purchase Intention

Abstract

Based on the perspective of marketing, the purpose of this study was to explore the effects of live webcast marketing and perceived value on customers purchase intention. The live webcast marketing is divided into four dimensions: anchor cognition, value-added content, personalized service and interactive behavior, while the perceived value is likewise divided into four dimensions: entertainment value, cognitive value, economic value and functional value. The samples used in this study comprised 400 people who watched the live webcasts in China. The instrument used to collect data was an online questionnaire. The statistical methods used to analyze data were frequency, percentage, mean, standard deviation, independent sample t-test, one-way ANOVA, reliability analysis, validity analysis, Pearson’s correlation coefficient and multiple linear regression. The study results showed that live webcast marketing and perceived value had positive effects on customers purchase intention at a statistically significant level of .01.