Article,
Digital Era Live Streamings Impact on Consumer Tendency
INTERNATIONAL JOURNAL OF TREND IN SCIENTIFIC RESEARCH AND DEVELOPMENT, 8 (6): 863-870 (December 2024)
Abstract
This study investigates the influence of live streaming e commerce on consumer purchasing behavior in the digital era. Through a combination of quantitative and qualitative analyses, it was discovered that factors such as interactivity, entertainment value, host professionalism, and promotional activities significantly augment consumers willingness to purchase, with a particular emphasis on impulsive buying. The concept of co presence and social presence in live streaming has a substantial impact on herd consumption behavior, while the personality and preferences of consumers play a pivotal role in live streaming shopping. The research also reveals that the market potential of young consumers is immense, yet their attention to live streaming sales advertisements is lacking. Furthermore, the awareness of products available through live streaming is insufficient. Consequently, it is recommended to enhance product quality, increase discounts, optimize the live streaming experience, and strengthen industry regulation. The findings of this study offer a fresh perspective on understanding the impact of live streaming e commerce on consumer behavior and provide theoretical support for e commerce live streaming practices. Manru Dong | Yuxuan Zhao | Ruinan Fu | Sirui Sun "Digital Era Live Streaming's Impact on Consumer Tendency" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-8 | Issue-6 , December 2024, URL: https://www.ijtsrd.com/papers/ijtsrd72687.pdf Paper Url: https://www.ijtsrd.com/economics/other/72687/digital-era-live-streamings-impact-on-consumer-tendency/manru-dong
