The Impact of Online Live Broadcasting on Consumer Online Shopping Decision: From the Perspective of Behavioral Economics

DOI

10.2991/icmess-18.2018.333How to use a DOI?

Keywords

Behavioral economics; Online live broadcasting; Consumer decision-making; Mental cost; Visceral factors

Abstract

In the traditional online shopping mode, consumers expense a lot of mental cost in order to get enough commodity information, which leads to the decline of consumer shopping utility. The online live broadcasting mode improves the short-term utility of consumer shopping by reducing the mental cost of searching for commodity information and enhancing the visceral factors of consumers. Based on the behavioral economics theory, this paper analyzes the consumer purchase preference by adding the mental cost and visceral factors into the consumer utility function, and establishes the agent-based simulation model to study the interaction between the mental cost and the visceral factors through simulation experiments. Both mental cost and visceral factors have significant influence on consumer purchase rate, but mental cost has more influence on consumers' online shopping choice than visceral factors. Increasing commodity Information acquisition Speed can significantly increase the rate of consumer purchases.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Zhanbing Huang
AU  - Bin Zhang
PY  - 2018/06
DA  - 2018/06
TI  - The Impact of Online Live Broadcasting on Consumer Online Shopping Decision: From the Perspective of Behavioral Economics
BT  - Proceedings of the 2018 2nd International Conference on Management, Education and Social Science (ICMESS 2018)
PB  - Atlantis Press
SP  - 1520
EP  - 1524
SN  - 2352-5398
UR  - https://doi.org/10.2991/icmess-18.2018.333
DO  - 10.2991/icmess-18.2018.333
ID  - Huang2018/06
ER  -