Open AccessInternet Live Broadcasting Information System Construction for Domain-Specific Knowledge and Susceptibility to Interpersonal Influence
Author(s) -
Yongliang Deng,
Bingni Chen,
Zhang Hua
Publication year - 2021
Publication title -
journal of physics. conference series
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.21
H-Index - 85
eISSN - 1742-6596
pISSN - 1742-6588
DOI - 10.1088/1742-6596/1982/1/012159
Subject(s) - interpersonal communication , the internet , broadcasting (networking) , interpersonal influence , advertising , psychology , interpersonal relationship , identity (music) , social psychology , internet privacy , business , computer science , world wide web , art , computer security , aesthetics
Drawing on social identity theory and susceptibility to interpersonal influence theory, the study examine the influence of fans’ susceptibility to interpersonal influence on their buying intention during Internet Live Broadcasting, and the influence of domain-specific knowledge and social identity on susceptibility to interpersonal influence. By describing how fans’ personal characteristics determine their susceptibility to interpersonal influence, we built a mechanism explaining why fans may buy the product recommended by the Internet Live Broadcasting. We conducted an online survey to test the model. The findings may help sponsors of the Internet Live Broadcasting to turn more and more fans into consumers.