Analysis on Influencing Factors of Consumer Psychology and Engagement in Taobao Streaming Commerce

Abstract

With the continuous progress of 5G and Internet technology, live streaming commerce has developed and popularized rapidly in China. In particular, under the background of COVID-19 pandemic, the market prospect of live business has been increasing. This paper adopts quantitative research methods, through 300 valid data obtained by questionnaire survey, analyzes the impact of different factors on the psychology and behavior of Taobao users of different ages, and focuses on the relationship between commodity preferential means and consumer participation. This paper holds that in the operation of e-commerce live broadcast, it is necessary to continuously enhance consumer awareness and consumer loyalty, adopting differentiated live consumption strategies for different ages will help to improve consumer participation. The results of this study may provide new insights into the marketing effect of streaming media live broadcasting platform and streaming media live broadcasting, and provide suggestions for the further development of streaming media live broadcasting business in the future.