International Journal of Economics, Finance and Management Sciences

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

Received: 19 June 2018    Accepted:     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.

DOI 10.11648/j.ijefm.20180603.18
Published in International Journal of Economics, Finance and Management Sciences (Volume 6, Issue 3, June 2018)
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), 2024. Published by Science Publishing Group

Keywords

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

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

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

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

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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://download.sciencepg.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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