Research on the Consumers’ Purchasing Motivation and Strategies Based on the Fan Economy in Live Streaming

DOI

10.2991/aebmr.k.220603.019How to use a DOI?

Keywords

Fan economy; Live streaming marketing; Live streaming e-commerce model; Consumer purchase intention

Abstract

With the popularization of the Internet in social development, the new media industry is gradually growing. Internet celebrity companies have been set up on various platforms, making online celebrities or influencers famous generation after generation. With the increasing pressure from different aspects and the decrease of leisure time for modern young people, they are more willing to put their spirit on the so-called online celebrities and stars. The purpose of this study is to explore which characteristics of anchors are more easily perceived by consumers and how anchors affect consumers’ willingness to buy products through live streaming. By providing some theoretical and data reference for subsequent studies related to online celebrity live streaming, this study tries to propose the theoretical countermeasures and suggestions for better standardization and development of this business model.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Yucheng Li
AU  - Rongxin Zhang
PY  - 2022
DA  - 2022/07/01
TI  - Research on the Consumers’ Purchasing Motivation and Strategies Based on the Fan Economy in Live Streaming
BT  - Proceedings of the 2022 2nd International Conference on Enterprise Management and Economic Development (ICEMED 2022)
PB  - Atlantis Press
SP  - 104
EP  - 112
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220603.019
DO  - 10.2991/aebmr.k.220603.019
ID  - Li2022
ER  -