Research on the Impact of Live Video Streaming on Customers’ Consumption Behavior and Intention

DOI

10.2991/aebmr.k.210210.048How to use a DOI?

Keywords

living video streaming, consumption behavior and intention, webcasts, consumption characteristics

Abstract

Many merchants increasingly use live video streaming to sell their products to increase sales and promote their brands, which has created huge profits for them. Therefore, this paper will focus on customers’ consumption behavior and intention on this platform. This research takes 50 people with shopping experience on living streaming platforms as the research object and adopts the research online questionnaires to analyze their consumption characteristics and consumption tendency. The results show that most of the products purchased by respondents through live shopping are food, followed by beauty products. The reason why they choose to place an order is that the discount on the product attracts them. Product display also makes an influence of their choice. However, they are not satisfied with the products purchased through the webcast. In addition, based on the SOR (Stimulus, Organization, Response) theory, this paper constructs a logical model of the impact of webcasts on consumers’ purchase intention through literature analysis.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Yan Yang
PY  - 2021
DA  - 2021/02/21
TI  - Research on the Impact of Live Video Streaming on Customers’ Consumption Behavior and Intention
BT  - Proceedings of the 6th International Conference on Economics, Management, Law and Education (EMLE 2020)
PB  - Atlantis Press
SP  - 301
EP  - 305
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210210.048
DO  - 10.2991/aebmr.k.210210.048
ID  - Yang2021
ER  -