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Influence of Online Live Broadcast E-Commerce Marketing Strategy on Consumers’ Purchase Intention in Mianzhu City

Wei Deng


An E-commerce live broadcast is a video that lives on the e-commerce platform. As an innovation of entrepreneurial marketing in the new media era, it has quickly become the most crucial marketing method for many e-commerce sellers. Based on the characteristics of live web broadcast, this paper studies the path model of the relationship between live video and customers’ purchase intention from the perspective of different sales channels. The three objectives are to explore a more in-depth and detailed analysis of the online e-commerce live broadcast products, to promote brands, merchants, and Internet celebrity anchors to increase the conversion rate of self-operated live broadcast rooms, to promote brands or merchants, and to evaluate the policies of efficiently use in the network of celebrity in product promotion.


Online Live Broadcast E-Commerce Marketing Strategy; Purchase Intention

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Included Database


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DOI: http://dx.doi.org/10.18686/fm.v7i5.5969