Research On The Influence Mechanism Of Acquaintance Word-of-mouth On Purchase Intention In Live-streaming With Goods

In recent years,with the continuous progress of social media marketing methods and 5G communication technology,great changes have taken place in the field of network broadcast,and consumers’ living habits and shopping methods have also gradually changed.In the era of traditional e-commerce,consumers often use online word of mouth to obtain product knowledge and information to make purchase decisions.Today,consumers still prefer to obtain product information through word of mouth.Although scholars have discussed the influence of online word-of-mouth and consumers’ purchase intention from the quantity and quality of word-of-mouth,some studies have shown that word-of-mouth sources and the degree of social connection between consumers will also have an impact on it.However,there are relatively few studies on the influence of different word-of-mouth sources on consumers’ purchase intention.Therefore,based on the short video live delivery industry,this paper studies the realization path of acquaintance word-of-mouth with strong social connection with consumers to promote the purchase intention through consumer trust,aiming at helping the innovation and development of short video live streaming platforms.Based on the theory of social relationship strength and combined with the theory of social influence,from the perspective of word-of-mouth sources,this paper divides word-of-mouth sources into "acquaintance word-of-mouth" and "stranger word-of-mouth" according to the strength of social connections between information sources and individuals,and explores the relationship between acquaintance word-of-mouth and consumers’ purchase intention.A research model is built with acquaintance word-of-mouth as independent variable,consumer trust as mediating variable,barrage interaction and social presence as moderating variable.A questionnaire survey was conducted to obtain 355 valid sample data,and the results showed that:(1)Acquaintance word-of-mouth was positively correlated with consumers’ purchase intention;(2)Acquaintance word-of-mouth is positively correlated with consumer trust;(3)Consumer trust is positively correlated with consumer purchase intention;(4)Consumer trust plays an intermediary role between acquaintance word-of-mouth and consumer purchase intention;(5)Bullet screen interaction moderates the relationship between acquaintance word-of-mouth and consumer trust;(6)Social presence moderates the relationship between consumer trust and purchase intention;(7)Bullet screen interaction moderates the mediating effect of consumer trust on acquaintance word-of-mouth and consumer purchase intention.The stronger the bullet screen interaction is,the stronger the mediating effect is moderated.In terms of theory,this paper expands the application scope of the theory of social relationship strength in the new social media environment,explores the specific path of acquaintance word of mouth affecting consumers’ purchase intention in the specific context of short video live broadcasting,and enriches the research on the mechanism of acquaintance word of mouth affecting consumers’ purchase intention as a boundary condition.In terms of practice,according to the research results,the paper holds that the platform of short live video delivery can take measures to strengthen the relationship between word-of-mouth information promoters and consumers,make full use of the influence of acquaintance word-of-mouth on consumers,establish and maintain the online barrage and social presence in the broadcast room to enhance consumers’ purchase intention and promote the platform to gain competitive advantages.