Title: Exploring how consumers' purchasing behaviour is influenced in mobile webcast shopping context

Authors: HongQian Wang; Zheng Zhang

Addresses: Business School, University of Shanghai for Science and Technology, No. 334, Jun Gong Road, Shanghai 200093, China ' Business School, University of Shanghai for Science and Technology, No. 334, Jun Gong Road, Shanghai 200093, China

Abstract: Webcast in mobile devices supports real-time interaction and great social experience. Extensive types of information can be obtained and consumer involvement can be improved. Consumers' purchase behaviour is changing with the emergence of mobile webcast marketplace. The study aims to investigate how purchase behaviour is influenced by salient factors in mobile webcast shopping context. The theoretical model is developed by introducing social presence theory (SPT) and consumer involvement into theory of planned behaviour (TPB). Quantitative information is collected by online survey targeted at mobile webcast users. Totally 204 valid questionnaires are obtained and analysed using PLS modelling. The results indicate that social presence positively influences consumers' attitude and further affects purchase intention. Additionally, the effect of consumer involvement on perceived behavioural control is positive. It also implies that consumer involvement is positively affected by social presence. The empirical results indicate that mobile webcast could be an effective marketing tool.

Keywords: social presence; consumer involvement; mobile webcast; theory of planned behaviour; TPB; social presence theory; SPT.

DOI: 10.1504/IJMC.2022.123819

International Journal of Mobile Communications, 2022 Vol.20 No.4, pp.462 - 482

Received: 18 Jun 2019
Accepted: 25 Jun 2020
Published online: 04 Jul 2022 *

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