Research on the Impact of Live Video Streaming on Customers’ Consumption Behavior and Intention

Abstract

Many merchants increasingly use live video streaming to sell their products to increase sales and promote their brands, which has created huge profits for them. Therefore, this paper will focus on customers' consumption behavior and intention on this platform. This research takes 50 people with shopping experience on living streaming platforms as the research object and adopts the research online questionnaires to analyze their consumption characteristics and consumption tendency. The results show that most of the products purchased by respondents through live shopping are food, followed by beauty products. The reason why they choose to place an order is that the discount on the product attracts them. Product display also makes an influence of their choice. However, they are not satisfied with the products purchased through the webcast. In addition, based on the SOR (Stimulus, Organization, Response) theory, this paper constructs a logical model of the impact of webcasts on consumers' purchase intention through literature analysis.