The Influence of Live Marketing on Consumers'Purchase Intention Based on SOR Theory
In order to improve the marketing effect of live video streaming,this paper studies the factors of live-streaming marketing influencing consumers'purchase intention based on SOR model.The results show that the economy,reliability,interactivity and attraction of live-streaming marketing have positive effects on consumers'purchase intention.The two intermediaries-interest and perceived value,are of great significance to consumers'purchase intention.This paper puts forward suggestions and countermeas-ures from the aspects of strengthening the design of live-streaming marketing,innovating live-streaming content and enhancing consumers'perception of the value of products.
万方数据
维普
