Title: The influences of the characteristics of opinion leaders on consumer purchase intention in a mobile e-commerce webcast context

Authors: Ping Wang; Wen Chen

Addresses: School of Economics and Management, China University of Geosciences (Wuhan), China ' Zhengzhou Yutong Bus Co., Ltd. (Zhengzhou), No. 88, Yugong Road, Zhongmu County, Zhengzhou City, Henan Province, China

Abstract: The mobile e-commerce webcast has great commercial value through the way of live streaming to sell products, place advertisements, and create an ecosystem in conjunction with other industries to make capital available. Based on the stimuli-organism-response (SOR) model, in a sample of 393 consumers in China, multiple regression analysis and bootstrap are used to estimate the influences of the characteristics of opinion leaders on consumer purchase intention in the context of mobile e-commerce webcast. The results show that the characteristics of opinion leaders exert a significant positive influence on consumer purchase intention and flow experience; flow experience has a significant positive influence on consumer purchase intention; and flow experience has partial mediating effects between the characteristics of opinion leaders and consumer purchase intention. The findings provide support for the research model. Furthermore, practical implications are provided for long-term development of mobile e-commerce live operators.

Keywords: opinion leaders; consumer purchase intention; flow experience; mobile e-commerce webcast; SOR model.

DOI: 10.1504/IJNVO.2023.130958

International Journal of Networking and Virtual Organisations, 2023 Vol.28 No.1, pp.1 - 17

Received: 02 Oct 2022
Accepted: 14 Jan 2023
Published online: 14 May 2023 *