Analysis and Prediction of Consumer Decision-making Process of Live Broadcast Marketing under the Background of Digital Economy

Abstract

Under the background of digital economy, live broadcast marketing has become an important marketing method in the era of digital economy because of its high interactivity, real-time communication effect and accurate user positioning. Based on this, this paper puts forward four research hypotheses, that is, the quality of live broadcast content, the personal charm of anchor, the interaction between live broadcasts and the live broadcast preferential activities all have a positive impact on consumers’ purchase decision. In order to verify these hypotheses, a detailed questionnaire was designed, and 1,650 valid questionnaires were distributed and successfully recovered through the online platform. Using SPSS software to analyze the data, the results show that the quality of live broadcast content and preferential activities have the most significant influence on consumers’ purchase decision, and the anchor’s personal charm and interaction between live broadcasts also show positive influence. Factor analysis further identifies five key factors: live broadcast content and quality, anchor influence, discount and promotion, social interaction and experience and shopping convenience. Based on the above findings, this paper constructs a multiple linear regression model to predict consumers’ purchase intention in live broadcast marketing. The goodness of fit test of the model shows that the R² value is 0.782, indicating that the model has good explanatory power for the data. Through residual analysis and Q-Q plot verification, the model meets the basic assumptions of linear regression and the prediction results are reliable. Finally, the study proposed comprehensive optimization suggestions for live broadcast marketing strategies, including improving the quality of live streaming content, cultivating the personal charm of hosts, enhancing the interactivity of live streaming rooms, and planning live streaming promotional activities reasonably. This article not only enriches the theoretical research on consumer behavior in the digital economy, but also provides practical guidance for enterprises to formulate effective live broadcast marketing strategies.

Keywords

• digital economy
• decision-making process
• live broadcast marketing
• prediction model
• 62b05