Year: 2024
Type: article
Abstract: From the perspective of behavioral economics, livestreaming e-commerce economy shows unique consumer behavior patterns and industry development trends. Live streaming e-commerce has effectively stimulated consumers' purchase desire through strategies such as instant interaction, content seeding, and time-limited discounts, but it also causes problems such as decision-making bias and impulse consumption. Consumer psychology, such as framing effect, selectivity bias and anchoring effect, is particularly significant in the livestreaming e-commerce environment. These factors work together in the decision-making process of consumers, making them vulnerable to the influence of anchor guidance, public opinion and price discount, and making irrational or wrong purchase decisions. Therefore, multi-party efforts are needed to promote the healthy development of livestreaming e-commerce economy. From the perspective of consumers, education and guidance should be strengthened to enhance consumers' rational shopping ability and information screening ability; From the perspective of merchants, they should pay attention to product quality and brand building, and avoid over-reliance on price wars and false propaganda. From the perspective of supervision, relevant laws, regulations and regulatory mechanisms should be improved to strengthen the supervision of the livestreaming e-commerce industry to protect the rights and interests of consumers and market order. At the same time, promoting industry self-discipline and standardization is also an important way to promote the healthy development of livestreaming e-commerce economy.
Author: Heyang Yin
Institution: Jilin University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4405592146