Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)

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Research on the Impact of "Live Commerce" on Consumer Behavior

Authors
Jiaming Shi1, *
1School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, 100876, China
*Corresponding author. Email: s3875628@student.rmit.edu.au
Corresponding Author
Jiaming Shi
Available Online 31 December 2022.
DOI
10.2991/978-94-6463-036-7_122How to use a DOI?
Keywords
Live commerce; Consumer Consumption Motivation; Live-streaming Development
Abstract

2019 is known as the first year of the live commerce, the rapid development of live commerce not only attracted many brands to cooperate with the platform, but also to stimulate consumer spending behavior, and the development of the social economy, which not only popular with goods star Li Jiaqi, but also attracted various stars, government officials into the live room with goods. As a new marketing model, "live commerce" has not only stimulated the consumer market, but also injected a strong impetus into economic development and social reproduction, and through nearly a decade of development, live commerce has gradually matured and become a popularized and normalized marketing strategy. In this paper, we focus on the development of live commerce, analyze the factors influencing consumers' purchasing behavior from several aspects, and extend to the inner mechanism of the influence of live commerce on consumers' behavior.

Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
31 December 2022
ISBN
10.2991/978-94-6463-036-7_122
ISSN
2352-5428
DOI
10.2991/978-94-6463-036-7_122How to use a DOI?
Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Jiaming Shi
PY  - 2022
DA  - 2022/12/31
TI  - Research on the Impact of "Live Commerce" on Consumer Behavior
BT  - Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)
PB  - Atlantis Press
SP  - 832
EP  - 836
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-036-7_122
DO  - 10.2991/978-94-6463-036-7_122
ID  - Shi2022
ER  -