Intelligent recommendation of live broadcast script based on CHAID algorithm

DOI

10.2991/978-94-6463-262-0_22How to use a DOI?

Keywords

Live broadcast; Live script; SOR theory; CHAID

Abstract

Under the rapid maturity of 5G, live broadcast goods controlled by live broadcast scripts to form specific live "fields" are booming. The scope of live scripts has comprehensive factors such as personnel, anchors, goods, atmosphere, scenes, and promotion, and combined with the application of artificial intelligence recommendation, it has attracted the attention of consumers and operators. This paper constructs research variables based on SOR theory, conducts a questionnaire survey, and collects 610 valid samples. Secondly, reliability test was conducted. Cronbach alpha=0.913 (>0.9), validity test KMO=0.869 (>0.8), indicating that the research model has the significance of in-depth research. Finally, CHAID algorithm is used to build an intelligent recommendation model, and consumer habits, anchor style and live broadcast atmosphere variables are taken as the research objectives of the model and analyzed. The results show that: consumers' trust in anchors will trigger consumers to use coupons, but coupons will not directly trigger consumers to buy; Consumers' behavior of sharing comes from their subjective perception of live broadcast. The funny live broadcast atmosphere can best improve consumers' purchase desire and trigger purchase behavior; The noisy live broadcast atmosphere of passion can lead to the herd buying psychology of consumers and increase the purchase conversion rate of live broadcast.

Copyright

© 2024 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  - Kuotai Tang
AU  - Chen Mengrong
AU  - Ying He
AU  - Hailing Duan
PY  - 2023
DA  - 2023/10/09
TI  - Intelligent recommendation of live broadcast script based on CHAID algorithm
BT  - Proceedings of the 3rd International Conference on Management Science and Software Engineering (ICMSSE 2023)
PB  - Atlantis Press
SP  - 185
EP  - 197
SN  - 2589-4943
UR  - https://doi.org/10.2991/978-94-6463-262-0_22
DO  - 10.2991/978-94-6463-262-0_22
ID  - Tang2023
ER  -