Academic Journal of Business & Management, 2023, 5(26); doi: 10.25236/AJBM.2023.052613.
Yake Yang1, Ri Na2
1Department of Media Management, Hong Kong Baptist University, Hong Kong, China
2Department of E-Commerce, Shanghai Business School, Shanghai, China
Based on the SOR model and the two factor influence model of the sender's word of mouth, this paper analyzes the e-commerce live online comments from different dimensions, examines the impact of e-commerce live online comments on consumers' purchase intention, and verifies the regulatory effect of perceived risk. In order to verify the research hypothesis, 301 valid questionnaires were collected, and SPSS and Amos were used for empirical analysis. The research shows that when consumers shop in the live broadcast room, consumers' purchase intention will be affected by the professionalism of reviewers and the quality of online comments, while the number of online comments will not affect it. Both the professionalism of commentators and the quality of commentaries will have an impact on perceived risk. With the reduction of perceived risk, consumers' willingness to buy will increase.
Online comments; e-commerce live streamingt; purchase intention; perceived risk
Yake Yang, Ri Na. Research on the Purchase Willingness of Online Comments of E-Commerce Live Broadcasts. Academic Journal of Business & Management (2023) Vol. 5, Issue 26: 80-88. https://doi.org/10.25236/AJBM.2023.052613.
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