The impact of psychological states generated by watching live broadcasts on people's consumption behavior
Year: 2024
Type: article
Abstract: In today's society, the Internet is becoming more and more popular, and new media technology is also developing rapidly. Live streaming has become an important way of information dissemination and entertainment, which has an increasing impact on consumer behavior. This article provides an in-depth analysis of the various psychological activities that occur when people watch live streaming on the internet in their daily lives and explores how these psychological states affect consumers' decisions and consumption behavior. In the context of online live streaming, consumers not only obtain product information but also experience unique interactions and entertainment experiences. This experience stimulates consumers' various psychological states, including curiosity, crowd psychology, trust psychology, impulsive psychology, etc. These psychological states interact together to shape consumers' willingness to buy and behavior. In summary, the psychological state generated by watching live broadcasts has a significant impact on consumption behavior. Understanding these psychological states and their mechanism of action helps merchants better grasp consumer needs and formulate more effective marketing strategies. At the same time, consumers should also keep rational thinking and avoid blindly following the trend and impulsive consumption.
DOI: 10.54097/mrmzsy47
Authors: Yi Man, Siting Wang
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4405809125