Research on the Influence Mechanism and Incentive Strategy of Consumers’ Participation Willingness in E-commerce Live Streaming

DOI

10.2991/978-94-6463-056-5_122How to use a DOI?

Keywords

e-commerce live streaming; consumer behaviour; participation willingness; influence mechanism; incentive strategy

Abstract

E-commerce live streaming has developed rapidly in recent years, and has become an indispensable and important link in consumers’ shopping. In e-commerce live streaming, consumers’ willingness to participate and how to motivate consumers to participate is a very important aspect of consumer behaviour management. This paper, based on the theory of value perception and social influence, constructs the research model of consumers’ willingness to participate in e-commerce live streaming according to the idea of structural equation. By constructing research hypothesis, data is collected by questionnaire, the hypothesis is tested, and then the influence mechanism of consumers’ willingness to participate in e-commerce live streaming is studied. Then, based on the influence mechanism model of consumers’ willingness to participate in e-commerce live streaming, we can further consider how merchants in e-commerce live streaming should influence consumers’ willingness to participate in e-commerce live streaming through incentive strategies. The research found that businesses want to attract consumers to participate in e-commerce live streaming, and businesses should be from the purpose value, social value and pleasure value three perspectives, considering the incentive strategy of consumers to participate in e-commerce live streaming, improve group norms, social identity and the influence of subjective norms, to achieve the purpose of encouraging consumers to participate in e-commerce live streaming. This paper has important reference value for the decision of consumer behaviour management in e-commerce live streaming.

Copyright

© 2023 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  - Yuyang Sun
AU  - Qinglie Wu
PY  - 2022
DA  - 2022/12/29
TI  - Research on the Influence Mechanism and Incentive Strategy of Consumers’ Participation Willingness in E-commerce Live Streaming
BT  - Proceedings of the 2022 2nd International Conference on Management Science and Software Engineering (ICMSSE 2022)
PB  - Atlantis Press
SP  - 842
EP  - 853
SN  - 2589-4900
UR  - https://doi.org/10.2991/978-94-6463-056-5_122
DO  - 10.2991/978-94-6463-056-5_122
ID  - Sun2022
ER  -