The Impact of Live Streaming on Consumer Purchase Behavior in E-commerce : A Case Study of the China Market
Liu, Yunmei (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024112529871
https://urn.fi/URN:NBN:fi:amk-2024112529871
Tiivistelmä
Live streaming is the new type of social media, delivering real-time video content over the internet, combined with interactive features that allow users to engage directly with hosts and other viewers. Live streaming e-commerce has gained huge popularity and has been growing rapidly worldwide. It is transforming the way consumers shop.
A qualitative research approach was used to conduct the study. Eleven key interview questions were developed to gather detailed information from participants. The aim was to understand their behavior, preferences, and reasons for engaging with live streaming content. The findings from this case study revealed that live streaming has a great effect on online shopping behavior in China. Consumers engage in live streaming because of the real-time interactions, detailed production information, the entertainment, and their trust on influencers. Furthermore, consumers tend to make immediate purchasing decisions when hosts provide instant feedback and highlight great deals.
Overall, this research shows how important live streaming is in shaping the way people shop online. It gives useful insights for brands and marketers who want to better understand and connect with their customers.
A qualitative research approach was used to conduct the study. Eleven key interview questions were developed to gather detailed information from participants. The aim was to understand their behavior, preferences, and reasons for engaging with live streaming content. The findings from this case study revealed that live streaming has a great effect on online shopping behavior in China. Consumers engage in live streaming because of the real-time interactions, detailed production information, the entertainment, and their trust on influencers. Furthermore, consumers tend to make immediate purchasing decisions when hosts provide instant feedback and highlight great deals.
Overall, this research shows how important live streaming is in shaping the way people shop online. It gives useful insights for brands and marketers who want to better understand and connect with their customers.