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The Impact of Barrage (Online Comments) on Consumer Purchase Intention in Live Streaming Sales

Author(s)

Xiaolei Zhu, Liping Yu*

Affiliation(s)

Sehan University, Jeollanam-do 58447, Korea *Corresponding Author

Abstract

This study aims to explore the impact mechanism of barrages (online comments) on consumer purchase intentions in the context of live streaming sales, revealing the association paths between barrage characteristics and purchasing decisions. A quantitative research method was adopted, constructing an analytical framework based on social influence theory and information processing theory. A total of 486 valid samples were collected through a questionnaire survey, and structural equation modeling (SEM) was employed for empirical testing. The study first defines the four core characteristic dimensions of barrage: information quality, interaction density, emotional tendency, and social proof cues, analyzing their direct effects on consumer purchase intentions. It introduces perceived trust and perceived value as mediating variables to explore indirect impact pathways while examining the moderating role of user involvement. The findings reveal that information quality and social proof cues of barrages have a significant positive impact on purchase intentions, while emotional tendency indirectly influences purchase intentions through perceived value. The effect of interaction density is moderated by user involvement, and perceived trust fully mediates the relationship between information quality and purchase intention. The conclusions provide theoretical support for live streaming platforms to optimize barrage management and for businesses to develop marketing strategies, expanding the application boundaries of online comment influence mechanisms in real-time interactive scenarios.

Keywords

Live Streaming Sales; Barrage; Online Comments; Consumer Purchase Intention; Impact Mechanism

References

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