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 SOR model, multiple regression analysis and Bootstrap were used to analyze the influence of opinion leader characteristics on consumers' purchase intention in this context. The results show that opinion leader characteristics have a significant positive influence on consumers' purchase intention and flow experience; flow experience has a significant positive effect on consumers' purchase intention; flow experience plays a mediating role between opinion leader characteristics and consumers' purchase intention. Accordingly, it provides theoretical guidance for the long-term development of mobile e-commerce live operators.
Wang, Ping and Chen, Wen, "The Influence of Opinion Leader Characteristics on Consumers' Purchase Intention in a Mobile E-commerce Webcast Context" (2022). WHICEB 2022 Proceedings. 12.