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Academic Journal of Business & Management, 2022, 4(9); doi: 10.25236/AJBM.2022.040902.

A Study on E-commerce Webcast Characteristics Based on Consumers’ Perception

Author(s)

Caifeng Qin

Corresponding Author:
Caifeng Qin
Affiliation(s)

Krirk University, Bangkok, Thailand

Abstract

The characteristics of network broadcast have important influence on consumers’ attitude, emotion and decision-making behavior. Data were collected through a questionnaire survey on consumers. Descriptive statistical analysis and correlation analysis were conducted by SPSS software to investigate the e-commerce webcast characteristics (visibility, interactivity, authenticity and entertainment). The results showed that: (1) The mean values of the four dimensions of e-commerce webcast characteristics are between 3.45 and 3.66, indicating that the effect of e-commerce webcast is above the average level. (2) There is a significant positive correlation between the four dimensions of e-commerce webcast characteristics, indicating that they will influence each other. (3) Overall, there were differences in the evaluations of visibility, interactivity, authenticity and entertainment among respondents with different demographics. The above conclusions not only enrich the research on network broadcast marketing, but also can be used to guide the network broadcast marketing practice of e-commerce.

Keywords

Wbcast characteristics, E-commerce, Consumers’ perception

Cite This Paper

Caifeng Qin. A Study on E-commerce Webcast Characteristics Based on Consumers’ Perception. Academic Journal of Business & Management (2022) Vol. 4, Issue 9: 10-15. https://doi.org/10.25236/AJBM.2022.040902.

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