The Impact of Live Streaming Behavior on Consumers’ Consumption Intention

Abstract

The emergence of the phenomenon of live streaming has led to the development of many industries at home and abroad at present, especially in the context of the COVID-19, live streaming has facilitated people’s consumer life. In order to explore the current popularity of live streaming in China and to provide reasonable suggestions for the development of the live streaming industry, this paper investigated samples of various age groups around us by means of a questionnaire distribution. Research results show that the popularity of live behavior is not very high, there are still a lot of consumers more accustomed to the form of offline consumption, which also requires continuous innovation in the form of live, applicable to a variety of audience groups, live product quality reputation continues to improve, so that consumers’ purchases are guaranteed. This paper conducts in-depth research on live broadcasting behavior, and also provides feasible suggestions for self-improvement of live broadcasting e-commerce, from the perspective of consumer preferences and consumer psychology.