Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)

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Preference Reversals Between Regret Aversion Based on Two Types of Regret Aversion in E-commerce Live Streaming

Authors
Chang Liu1, Tongtong Liu2, *, Shiyue Wu3
1Business College, Nanfang College Guangzhou, Guangzhou, 510900, China
2Dulwich College Beijing, Beijing, 101300, China
3Business College, Nankai University, Tianjin, 300071, China
*Corresponding author. Email: elaine.liu23@stu.dulwich.org
Corresponding Author
Tongtong Liu
Available Online 29 December 2022.
DOI
10.2991/978-2-494069-31-2_407How to use a DOI?
Keywords
Regret aversion; E-commerce live streaming; Preference reversal
Abstract

In the era of new media, online platform has become one of the main shopping channels for the public. As a new marketing model, e-commerce live streaming effectively stimulates impulsive buying of customers and generates huge economic benefits, which brings it important research value. Based on the design of situational experiments and questionnaires, this paper to analyzes different psychological tendencies in consumer groups in e-commerce live streaming from perspective of behavioral economics. The results show different strengths of different psychological tendencies in consumer groups and explains the reasons for impulse spending under this marketing model. The study enriches the application fields of preference reversal theory, innovates the empirical research design, and provides relevant suggestions and theoretical basis for customers, enterprises and the government participating in e-commerce live streaming.

Copyright
© 2022 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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Volume Title
Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
29 December 2022
ISBN
978-2-494069-31-2
ISSN
2352-5398
DOI
10.2991/978-2-494069-31-2_407How to use a DOI?
Copyright
© 2022 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.

Cite this article

risenwbib
TY  - CONF
AU  - Chang Liu
AU  - Tongtong Liu
AU  - Shiyue Wu
PY  - 2022
DA  - 2022/12/29
TI  - Preference Reversals Between Regret Aversion Based on Two Types of Regret Aversion in E-commerce Live Streaming
BT  - Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)
PB  - Atlantis Press
SP  - 3465
EP  - 3474
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-31-2_407
DO  - 10.2991/978-2-494069-31-2_407
ID  - Liu2022
ER  -