Turning laughs into buys: The influence of meme marketing on consumer purchase intentions in e-commerce using media richness theory

IF 6.3 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications Pub Date : 2025-09-25 DOI:10.1016/j.elerap.2025.101547

Pei-Hsuan Tsai , Wei-Hung Hsiao

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引用次数: 0

Abstract

Meme marketing has emerged as a cost-effective and high-impact strategy for brand promotion, requiring minimal resources while engaging audiences through creative content. This study applies multiple attribute decision-making (MADM) and structural equation modelling (SEM) within the media richness theory (MRT) framework to examine how meme marketing influences consumer purchasing decisions on e-commerce platforms. Study 1, based on 356 valid responses, employs DEMATEL (decision making trial and evaluation laboratory) and DANP (DEMATEL-based on analytic network process) to map relationships among key factors. Findings indicate that language variety (LV) requires the most adjustment, followed by personal focus (PF), multiple cues (MC), and immediate feedback (IF). DANP results highlight IF as the most critical factor in driving purchase intention, with MC and PF also exerting significant influence. Study 2, based on 516 responses, confirms these relationships through SEM analysis, demonstrating that IF, MC, and PF positively influence purchase intention, while LV has a negative effect. These findings provide empirical evidence on the role of meme marketing in consumer decision-making, guiding e-commerce platforms in refining content strategies to enhance engagement and optimise consumer interaction.

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化笑为买：基于媒介丰富性理论的模因营销对电子商务消费者购买意愿的影响

模因营销已经成为一种具有成本效益和高影响力的品牌推广策略，它需要最少的资源，同时通过创意内容吸引受众。本研究运用媒体丰富度理论（MRT）框架下的多属性决策（MADM）和结构方程模型（SEM）来研究模因营销如何影响电子商务平台上消费者的购买决策。研究1基于356份有效回复，采用DEMATEL （decision making trial and evaluation laboratory）和DANP（基于分析网络过程的DEMATEL）绘制关键因素之间的关系图。研究结果表明，语言多样性（LV）需要最大程度的调整，其次是个人焦点（PF）、多重线索（MC）和即时反馈（IF）。DANP结果显示，IF是驱动购买意愿的最关键因素，MC和PF也有显著影响。研究2基于516个回应，通过SEM分析证实了这些关系，表明IF、MC和PF正向影响购买意愿，而LV具有负向影响。这些发现为模因营销在消费者决策中的作用提供了实证证据，指导电子商务平台细化内容策略，以增强用户粘性，优化消费者互动。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Electronic Commerce Research and Applications 工程技术-计算机：跨学科应用

CiteScore

10.10

自引率

8.30%

发文量

审稿时长

63 days

期刊介绍： Electronic Commerce Research and Applications aims to create and disseminate enduring knowledge for the fast-changing e-commerce environment. A major dilemma in e-commerce research is how to achieve a balance between the currency and the life span of knowledge. Electronic Commerce Research and Applications will contribute to the establishment of a research community to create the knowledge, technology, theory, and applications for the development of electronic commerce. This is targeted at the intersection of technological potential and business aims.