The Relationship Between Live Streaming and Consumer Behavior

DOI

10.2991/aebmr.k.220307.337How to use a DOI?

Keywords

relationship; live streaming; consumer behavior

Abstract

Live streaming usually refers to the use of live broadcast technology for online display of goods, consulting and answering questions and other new service methods through the Internet platform. In recent years, with the rise of live broadcasting, consumers will also choose new ways of purchasing. At the same time, different factors will also affect consumer behavior. This paper mainly discusses the relationship between live streaming media and consumer behavior. Through the design of the questionnaire, online recycling questionnaire survey data, using SPSS reliability and validity test and multiple regression model. The results show that watching commodity live broadcasts significantly affects consumers ‘ purchasing power, and women are the main consumers watching commodity live broadcasts.

Copyright

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

Open Access

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

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TY  - CONF
AU  - Xuan Song
AU  - Na Hu
AU  - Chongxi Ye
PY  - 2022
DA  - 2022/03/26
TI  - The Relationship Between Live Streaming and Consumer Behavior
BT  - Proceedings of the 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022)
PB  - Atlantis Press
SP  - 2054
EP  - 2058
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220307.337
DO  - 10.2991/aebmr.k.220307.337
ID  - Song2022
ER  -