E-commerce Platforms Live Video Clips Selling Strategies With Commitment-trust Theory Perspective

Short video live e-commerce as a new media form of live broadcast and the organic combination of e-commerce,began to test the waters in 2016,initially with short video content as a carrier for product promotion.2020,after the outbreak of the epidemic,the era of universal live broadcast began,with the application of new technologies such as 5G,live broadcast to a new stage,short video has become a new mode of connecting people and things,in " Under the "commitment-trust mechanism",new profit-making entrances are also found for platforms.In this paper,we analyse the effective strategies and problems of Racer’s success in bringing in goods,with a view to providing experience for other short-video live e-commerce businesses.Based on a review of the past literature on short-form live e-commerce and an investigation of the strategy of bringing in goods,this paper uses in-depth interviews,participant observation and text analysis to analyse the development path and strategy of short-form live e-commerce under the "commitment and trust theory".The study finds that users’ ordering behaviour is the result of the combined effect of trust in the platform and services,trust in the anchor and trust in the low price.Trust,satisfaction and relationship commitment work together to promote users’ ordering behaviour.At the same time,this paper also analyses the problems in e-commerce live streaming from the aspects of platform,anchor,and product quality,providing strategies and insights for the sustainable development of e-commerce live streaming platforms.The paper also makes the following suggestions for merchants and brands on live e-commerce platforms: strengthen platform gate-keeping,make good use of the "industry belt" and "repeat customers" to strengthen trust;improve the quality of anchors to build their trust;and strictly control the quality of products beyond low prices.