Exploring how marketing content and brand equity impact the continuous purchase using live streaming

• Autorzy: Kwangsawad Achaporn , Jattamart Aungkana , Saikatikorn Noppadol , Nusawat Paingruthai

Identyfikatory

DOI

10.17512/pjms.2024.29.1.13

Warianty tytułu

PL

Zbadanie wpływu treści marketingowych i wartości marki na ciągły zakup przy użyciu transmisji na żywo

• Języki publikacji: EN

Abstrakty

EN

Although the concept of entrepreneurship in Community Enterprises (CEs) has been acknowledged as a critical mechanism for the nation's economic development, the limitation of information technology is one of the obstacles to the sustainability of a business. Limited research has been conducted on live-streaming as a sales channel for CEs. This study developed a research model to examine continuous purchase intention for CEs through live streaming and Social Cognitive Theory (SCT). The Technology Acceptance Model (TAM) theory was expanded to include brand equity and streamer content marketing. The proposed research model was analysed utilising the partial least squares structural equation model (PLS-SEM). The study determined that perceived ease of use, brand awareness, and content valence influenced viewers' attitudes toward live-streaming community enterprise products. In addition, attitude towards using is essential to generating satisfaction and encouraging users to purchase product CEs continuously via live streaming. However, there was no correlation between perceived usefulness, content quality, and perceived product quality, and audience attitudes toward live-streaming community enterprise products. Our study provides merchants, shopping platform designers, and policymakers with theoretical and practical implications for tailoring digital content marketing strategies to businesses.

PL

Chociaż koncepcję przedsiębiorczości w przedsiębiorstwach wspólnotowych (CEs) uznano za kluczowy mechanizm rozwoju gospodarczego kraju, ograniczenia technologii informatycznych są jedną z przeszkód na drodze do zrównoważonego rozwoju przedsiębiorstw. Przeprowadzono ograniczone badania dotyczące transmisji na żywo jako kanału sprzedaży dla CEs. W niniejszym badaniu opracowano model badawczy mający na celu zbadanie ciągłych zamiarów zakupu CEs za pomocą transmisji strumieniowej na żywo i teorii poznania społecznego (SCT). Model Akceptacji Technologii (TAM) został rozszerzony o kapitał marki i marketing treści streamerowych. Do analizy zaproponowanego modelu badawczego wykorzystano model równań strukturalnych cząstkowych najmniejszych kwadratów (PLS-SEM). Badanie wykazało, że postrzegana łatwość obsługi, świadomość marki i wartość treści wpłynęły na podejście widzów do produktów społecznościowych transmitowanych na żywo. Ponadto nastawienie do użytkowania jest niezbędne do generowania satysfakcji i zachęcania użytkowników do ciągłego zakupu certyfikatów CEs produktów za pośrednictwem transmisji strumieniowej na żywo. Nie stwierdzono jednak korelacji między postrzeganą przydatnością, jakością treści i postrzeganą jakością produktu a nastawieniem odbiorców do produktów przedsiębiorstw społecznościowych transmitowanych na żywo. Nasze badanie zapewnia sprzedawcom, projektantom platform handlowych i decydentom teoretyczne i praktyczne implikacje dotyczące dostosowywania strategii marketingu treści cyfrowych do potrzeb przedsiębiorstw.

Słowa kluczowe

EN

Brand equity; marketing content; live streaming; Community enterprise; continuous purchasing

PL

Wartość marki; treść marketingowa; transmisja na żywo; Przedsiębiorstwo społeczne; ciągłe zakupy

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2024
• Tom: Vol. 29, No. 1
• Strony: 220--236
• Opis fizyczny: Bibliogr. 49 poz., rys., tab.

Twórcy

autor

Kwangsawad Achaporn

• Department of Business Information Technology, Faculty of Business Administration, Rajamangala University of Technology Rattanakosin, Wang Klai Kangwon Campus; Thailand

• https://orcid.org/0000-0002-8711-8049+

autor

Jattamart Aungkana

• Department of Business Information Technology, Faculty of Business Administration, Rajamangala University of Technology Rattanakosin, Wang Klai Kangwon Campus; Thailand

• https://orcid.org/0000-0002-8722-9064

autor

Saikatikorn Noppadol

• Department of Business Information Technology, Faculty of Business Administration, Rajamangala University of Technology Rattanakosin, Wang Klai Kangwon Campus; Thailand
• Department of Business Information Technology, Faculty of Business Administration, Rajamangala University of Technology Rattanakosin, Wang Klai Kangwon Campus; Thailand

• https://orcid.org/0000-0001-6171-8911

autor

Nusawat Paingruthai

• Department of Business Information Technology, Faculty of Business Administration, Rajamangala University of Technology Rattanakosin, Wang Klai Kangwon Campus; Thailand

• https://orcid.org/0009-0008-2341-8190

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Uwagi

Opracowanie rekordu ze środków MNiSW, umowa nr SONP/SP/546092/2022 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2024).