A SURVEY OF CONSUMERS' PURCHASE INTENTIONS IN ADVERTORIALS PROMOTION IN COMMUNITY BUSINESS

Li-Wei Lin; Su-Rong Yan; Jia-Lu Zhou; Rajesh Kaluri

doi:10.29121/granthaalayah.v8.i2.2020.190

Authors

Li-Wei Lin School of Information, Zhejiang University of Finance and Economics Dongfang College, Zhejiang, China
Su-Rong Yan School of Information, Zhejiang University of Finance and Economics Dongfang College, Zhejiang, China
Jia-Lu Zhou School of Information, Zhejiang University of Finance and Economics Dongfang College, Zhejiang, China
Rajesh Kaluri Department of Software and Systems Engineering, VIT University, Vellore Tamil Nadu India

DOI:

https://doi.org/10.29121/granthaalayah.v8.i2.2020.190

Keywords:

Soft Text Promotion, Online Red Live Broadcast, Purchase Intention, Sharing Information

Abstract [English]

Soft text promotion and planning has become one of the key factors in attracting consumers' purchase intentions. Soft text promotion includes the use of posters, videos, online live broadcasts and other related methods to achieve consumer purchase intentions. The most important part of community business is to establish a long-term partnership between buyers and sellers through these soft-text promotion methods. This paper is expected to issue 600 copies through questionnaires to see if consumers see the promotion of soft texts into purchase motives. Or the consumer in the purchase process, fancy a sense of identity with a certain brand. We have found that consumers are promoting their activities through soft papers, resulting in direct purchase intentions. The results show that consumers will look at the introduction of soft paper promotion and share information with other consumers. These factors will cause consumers to motivate to purchase intentions.

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