Year: 2024
Type: article
Abstract: With the application of 5G technology in the commercial field, live streaming e-commerce is flourishing in the new era of consumption, where consumer trust is the key to winning the market and the future, as well as a rare resource. This article explores the results analysis of consumer trust from three aspects: consumer behavior, enterprise development, and e-commerce ecosystem, and discusses the influencing factors of consumer trust in live streaming e-commerce based on product, consumer psychology, and e-commerce marketing strategies. The conclusion drawn is that the long-term evolution of e-commerce relies on the sustained trust of consumers. If live-streaming e-commerce platforms can establish and maintain high levels of trust, consumers will prefer to make repeat purchases on the platform, thereby promoting the platform's long-term development. On the contrary, if the platform has false advertising, product quality issues, etc., it will seriously damage consumers' trust and lead to user churn. In the operation of live streaming e-commerce, there are also moral risks such as the "popularity of people" being greater than the "popularity of goods", as well as trust crises and risks such as lack of product authenticity and protection of consumer rights, which require corresponding response strategies. Such as establishing strict admission mechanisms, improving the legal awareness and professional ethics of anchors, and strengthening consumer rights protection.
DOI: 10.54097/na0bte89
Author: Yanbo Zhang
Institution: Nanchang University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4405809009