Influencing Factors of Consumers’ Psychological Resistance in TikTok Live Streaming Room

DOI

10.2991/978-2-38476-092-3_118How to use a DOI?

Keywords

Psychological resistance; Consumer Psychological; Live broadcasting mechanism

Abstract

Analyze the user’s psychological resistance influence factors and mechanisms on the live broadcasting mechanism, brings revelation for short video platform precision marketing. Establishment of the live recommendation mechanism generates a mental resistance model, issue a questionnaire to conduct empirical research. The results show that the recommendation timing, recommendation matching and external pressure will create compulsive perceptions on the user; the recommendation time, recommendation correspondence, and the pressure of the external area will produce perceptive privacy violations on the users. Compulsory perception, perception privacy violation and perception manipulation intentions will all create psychological resistance to the user.

Copyright

© 2023 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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TY  - CONF
AU  - Ziheng Li
PY  - 2023
DA  - 2023/09/09
TI  - Influencing Factors of Consumers’ Psychological Resistance in TikTok Live Streaming Room
BT  - Proceedings of the 2023 9th International Conference on Humanities and Social Science Research (ICHSSR 2023)
PB  - Atlantis Press
SP  - 968
EP  - 976
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-092-3_118
DO  - 10.2991/978-2-38476-092-3_118
ID  - Li2023
ER  -