Research on the Impact of Visual and Auditory Effects of Live Streaming on Purchase Intention

Fangdi Qiao ()
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Fangdi Qiao: Northeastern University, College of Professional Study

A chapter in Proceedings of the 2023 5th International Conference on Economic Management and Cultural Industry (ICEMCI 2023), 2024, pp 847-862 from Springer

Abstract: Abstract With the development of the internet industry, China’s social media platforms for short videos, such as Douyin and Kuaishou, have gradually become the most popular social media platforms. After the rise of short video platforms, the live e-commerce has also gradually become one of the most popular marketing methods on the internet. After a series of questionnaire surveys and comparative analyses, I have drawn the conclusion that highly saturated colors and visual elements in a live streaming are more likely to generate purchasing intention among audiences. Additionally, e-commerce streamer speaking at a slower pace generate the strongest purchasing intention among consumers. Consumers tend to make purchases from streamers who have interactive engagement with their audience.

Keywords: E-Commerce; Live Streaming; Purchase Intention (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-368-9_99

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