Marketing Strategy During the Pandemic: A Study of Chinese Live Streaming E-commerce Based on Taobao Live
Authors
Youjing Liu1, Zhewen Xu2, Haiyan Wang3, Jingying Xu4
1Wuhan University of Technology; English major; Wuhan,China;982294931@qq.com
2University of Toronto; Honours Bachelor of Science degree; a Major program in Statistics, a Minor program in Economics, a Minor program in Mathematics;Toronto,Canada;joannexu0210@gmail.com
3Sichuan Film and Television University; Broadcasting and Hosting major; Yibin,China;1375419626@qq.com
4The Barstow School-Ningbo campus; Ningbo,China;2892505458@qq.com
Corresponding Author
Youjing Liu
Available Online 15 December 2021.
- DOI
- 10.2991/assehr.k.211209.436How to use a DOI?
- Keywords
- Live streaming E-commerce; marketing strategy; consumer; purchase; companies; COVID-19
- Abstract
With the outbreak of COVID-19 in 2020, many companies were forced to change their traditional marketing strategies to survive, while the live streaming E-commerce strategy stood out owing to its numerous advantages. On the premise of the success of the live streaming E-commerce strategy, this paper established a linear regression model by randomly selecting 80 participants to conduct a questionnaire. The experimental results showed that annual salary, exposure rate, watch frequency and recommendation rate were positively correlated with consumers’ purchase frequency. Therefore, during the post-pandemic era, companies could focus on the optimization of these aspects to better use the live streaming E-commerce strategy and achieve success.
- Copyright
- © 2021 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Youjing Liu AU - Zhewen Xu AU - Haiyan Wang AU - Jingying Xu PY - 2021 DA - 2021/12/15 TI - Marketing Strategy During the Pandemic: A Study of Chinese Live Streaming E-commerce Based on Taobao Live BT - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021) PB - Atlantis Press SP - 2682 EP - 2687 SN - 2352-5428 UR - https://doi.org/10.2991/assehr.k.211209.436 DO - 10.2991/assehr.k.211209.436 ID - Liu2021 ER -