The Influence of Live Streaming on Irrational Consumption of Consumers

Qianqian  Zou

doi:10.54097/hbem.v2i.2396

Authors

Qianqian Zou

DOI:

https://doi.org/10.54097/hbem.v2i.2396

Keywords:

Live broadcast with goods; Irrational consumption behavior; E-commerce anchor.

Abstract

With the development of Internet information technology, live broadcasting has become a new technical means, and the e-commerce platform has gradually entered the bottleneck under long-term development. With the combination of live streaming means and e-commerce platforms, a new way of shopping - live streaming with goods has become an industry tuyere in the e-commerce industry. Due to the various characteristics of live streaming, it can induce consumers’ irrational consumption behavior more than offline marketing. This paper discusses how live streaming affects consumers’ irrational behavior by means of a questionnaire survey and auxiliary application of SPSS and other technologies.

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