An Mediated Effect Analysis of Purchasing Intention Under Social Media——from the Chinese Motion Industry

Yu Liu; Li Zhang; Shu-Yan Cao

doi:doi:10.11648/j.ijefm.20180603.18

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An Mediated Effect Analysis of Purchasing Intention Under Social Media——from the Chinese Motion Industry

Yu Liu, Li Zhang, Shu-Yan Cao

Published in International Journal of Economics, Finance and Management Sciences (Volume 6, Issue 3)

Received: 19 June 2018 Published: 20 June 2018

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Abstract

In recent years, with the development of online social media and motion industry, online social media has more and more influence on movie marketing. How to improve consumers' purchase intention and purchase behavior through social media has been becoming a research hotspot among the scholars. Based on the Chinese market movie data from the product information, marketing interactive information, internet word-of-mouth, respectively, to verify the intermediary role of purchase intention, and then put forward the corresponding film marketing strategies according to the empirical results. The results showed that there was significantly positively correlated between the online word-of-mouth, marketing interactive information and purchase intention, among which the number of comments and topics had the greatest influence on purchase intention. In addition, the purchase intention could significantly affect the purchase behavior, verifying the purchase intention played a partial intermediary role in the overall consumption decision.

Published in	International Journal of Economics, Finance and Management Sciences (Volume 6, Issue 3)
DOI	10.11648/j.ijefm.20180603.18
Page(s)	124-132
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2018. Published by Science Publishing Group

Keywords

Purchase Intention, Mediating Role, Film Marketing, Social Media, Internet Word-of-Mouth

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APA Style

Yu Liu, Li Zhang, Shu-Yan Cao. (2018). An Mediated Effect Analysis of Purchasing Intention Under Social Media——from the Chinese Motion Industry. International Journal of Economics, Finance and Management Sciences, 6(3), 124-132. https://doi.org/10.11648/j.ijefm.20180603.18

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ACS Style

Yu Liu; Li Zhang; Shu-Yan Cao. An Mediated Effect Analysis of Purchasing Intention Under Social Media——from the Chinese Motion Industry. Int. J. Econ. Finance Manag. Sci. 2018, 6(3), 124-132. doi: 10.11648/j.ijefm.20180603.18

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AMA Style

Yu Liu, Li Zhang, Shu-Yan Cao. An Mediated Effect Analysis of Purchasing Intention Under Social Media——from the Chinese Motion Industry. Int J Econ Finance Manag Sci. 2018;6(3):124-132. doi: 10.11648/j.ijefm.20180603.18

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@article{10.11648/j.ijefm.20180603.18,
  author = {Yu Liu and Li Zhang and Shu-Yan Cao},
  title = {An Mediated Effect Analysis of Purchasing Intention Under Social Media——from the Chinese Motion Industry},
  journal = {International Journal of Economics, Finance and Management Sciences},
  volume = {6},
  number = {3},
  pages = {124-132},
  doi = {10.11648/j.ijefm.20180603.18},
  url = {https://doi.org/10.11648/j.ijefm.20180603.18},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijefm.20180603.18},
  abstract = {In recent years, with the development of online social media and motion industry, online social media has more and more influence on movie marketing. How to improve consumers' purchase intention and purchase behavior through social media has been becoming a research hotspot among the scholars. Based on the Chinese market movie data from the product information, marketing interactive information, internet word-of-mouth, respectively, to verify the intermediary role of purchase intention, and then put forward the corresponding film marketing strategies according to the empirical results. The results showed that there was significantly positively correlated between the online word-of-mouth, marketing interactive information and purchase intention, among which the number of comments and topics had the greatest influence on purchase intention. In addition, the purchase intention could significantly affect the purchase behavior, verifying the purchase intention played a partial intermediary role in the overall consumption decision.},
 year = {2018}
}

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TY  - JOUR
T1  - An Mediated Effect Analysis of Purchasing Intention Under Social Media——from the Chinese Motion Industry
AU  - Yu Liu
AU  - Li Zhang
AU  - Shu-Yan Cao
Y1  - 2018/06/20
PY  - 2018
N1  - https://doi.org/10.11648/j.ijefm.20180603.18
DO  - 10.11648/j.ijefm.20180603.18
T2  - International Journal of Economics, Finance and Management Sciences
JF  - International Journal of Economics, Finance and Management Sciences
JO  - International Journal of Economics, Finance and Management Sciences
SP  - 124
EP  - 132
PB  - Science Publishing Group
SN  - 2326-9561
UR  - https://doi.org/10.11648/j.ijefm.20180603.18
AB  - In recent years, with the development of online social media and motion industry, online social media has more and more influence on movie marketing. How to improve consumers' purchase intention and purchase behavior through social media has been becoming a research hotspot among the scholars. Based on the Chinese market movie data from the product information, marketing interactive information, internet word-of-mouth, respectively, to verify the intermediary role of purchase intention, and then put forward the corresponding film marketing strategies according to the empirical results. The results showed that there was significantly positively correlated between the online word-of-mouth, marketing interactive information and purchase intention, among which the number of comments and topics had the greatest influence on purchase intention. In addition, the purchase intention could significantly affect the purchase behavior, verifying the purchase intention played a partial intermediary role in the overall consumption decision.
VL  - 6
IS  - 3
ER  -

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Author Information

Yu Liu

School of Information Technology & Management, University of International Business and Economics, Beijing, China
Li Zhang

School of Information Technology & Management, University of International Business and Economics, Beijing, China
Shu-Yan Cao

School of Information Technology & Management, University of International Business and Economics, Beijing, China

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Plain Text BibTeX RIS

APA Style

Yu Liu, Li Zhang, Shu-Yan Cao. (2018). An Mediated Effect Analysis of Purchasing Intention Under Social Media——from the Chinese Motion Industry. International Journal of Economics, Finance and Management Sciences, 6(3), 124-132. https://doi.org/10.11648/j.ijefm.20180603.18

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ACS Style

Yu Liu; Li Zhang; Shu-Yan Cao. An Mediated Effect Analysis of Purchasing Intention Under Social Media——from the Chinese Motion Industry. Int. J. Econ. Finance Manag. Sci. 2018, 6(3), 124-132. doi: 10.11648/j.ijefm.20180603.18

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AMA Style

Yu Liu, Li Zhang, Shu-Yan Cao. An Mediated Effect Analysis of Purchasing Intention Under Social Media——from the Chinese Motion Industry. Int J Econ Finance Manag Sci. 2018;6(3):124-132. doi: 10.11648/j.ijefm.20180603.18

Copy | Download

@article{10.11648/j.ijefm.20180603.18,
  author = {Yu Liu and Li Zhang and Shu-Yan Cao},
  title = {An Mediated Effect Analysis of Purchasing Intention Under Social Media——from the Chinese Motion Industry},
  journal = {International Journal of Economics, Finance and Management Sciences},
  volume = {6},
  number = {3},
  pages = {124-132},
  doi = {10.11648/j.ijefm.20180603.18},
  url = {https://doi.org/10.11648/j.ijefm.20180603.18},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijefm.20180603.18},
  abstract = {In recent years, with the development of online social media and motion industry, online social media has more and more influence on movie marketing. How to improve consumers' purchase intention and purchase behavior through social media has been becoming a research hotspot among the scholars. Based on the Chinese market movie data from the product information, marketing interactive information, internet word-of-mouth, respectively, to verify the intermediary role of purchase intention, and then put forward the corresponding film marketing strategies according to the empirical results. The results showed that there was significantly positively correlated between the online word-of-mouth, marketing interactive information and purchase intention, among which the number of comments and topics had the greatest influence on purchase intention. In addition, the purchase intention could significantly affect the purchase behavior, verifying the purchase intention played a partial intermediary role in the overall consumption decision.},
 year = {2018}
}

Copy | Download

TY  - JOUR
T1  - An Mediated Effect Analysis of Purchasing Intention Under Social Media——from the Chinese Motion Industry
AU  - Yu Liu
AU  - Li Zhang
AU  - Shu-Yan Cao
Y1  - 2018/06/20
PY  - 2018
N1  - https://doi.org/10.11648/j.ijefm.20180603.18
DO  - 10.11648/j.ijefm.20180603.18
T2  - International Journal of Economics, Finance and Management Sciences
JF  - International Journal of Economics, Finance and Management Sciences
JO  - International Journal of Economics, Finance and Management Sciences
SP  - 124
EP  - 132
PB  - Science Publishing Group
SN  - 2326-9561
UR  - https://doi.org/10.11648/j.ijefm.20180603.18
AB  - In recent years, with the development of online social media and motion industry, online social media has more and more influence on movie marketing. How to improve consumers' purchase intention and purchase behavior through social media has been becoming a research hotspot among the scholars. Based on the Chinese market movie data from the product information, marketing interactive information, internet word-of-mouth, respectively, to verify the intermediary role of purchase intention, and then put forward the corresponding film marketing strategies according to the empirical results. The results showed that there was significantly positively correlated between the online word-of-mouth, marketing interactive information and purchase intention, among which the number of comments and topics had the greatest influence on purchase intention. In addition, the purchase intention could significantly affect the purchase behavior, verifying the purchase intention played a partial intermediary role in the overall consumption decision.
VL  - 6
IS  - 3
ER  -

Copy | Download