Research on the Impact of Visual and Auditory Effects of Live Streaming on Purchase Intention

DOI

10.2991/978-94-6463-368-9_99How to use a DOI?

Keywords

E-Commerce; Live Streaming; Purchase Intention

Abstract

With the development of the internet industry, China’s social media platforms for short videos, such as Douyin and Kuaishou, have gradually become the most popular social media platforms. After the rise of short video platforms, the live e-commerce has also gradually become one of the most popular marketing methods on the internet. After a series of questionnaire surveys and comparative analyses, I have drawn the conclusion that highly saturated colors and visual elements in a live streaming are more likely to generate purchasing intention among audiences. Additionally, e-commerce streamer speaking at a slower pace generate the strongest purchasing intention among consumers. Consumers tend to make purchases from streamers who have interactive engagement with their audience.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Fangdi Qiao
PY  - 2024
DA  - 2024/02/14
TI  - Research on the Impact of Visual and Auditory Effects of Live Streaming on Purchase Intention
BT  - Proceedings of the 2023 5th International Conference on Economic Management and Cultural Industry (ICEMCI 2023)
PB  - Atlantis Press
SP  - 847
EP  - 862
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-368-9_99
DO  - 10.2991/978-94-6463-368-9_99
ID  - Qiao2024
ER  -