Research On The Influencing Factors Of Different Modes Of E-commerce Live Broadcasting On Consumers’ Contradictory Attitudes

As a new online marketing scene,e-commerce live broadcast has attracted extensive attention from all walks of life.Under this new track,some enterprises make a lot of money by using live broadcasting,while the live broadcasting effect of some enterprises is not satisfactory.Consumers’choice of products they need is becoming more and more rigorous,and businesses’ marketing process of products needs to be more and more refined.Under what circumstances,which live broadcasting strategy can maximize profits has become a topic of great concern.In this context,according to the core elements of e-commerce live broadcasting,this paper divides it into online Red live broadcasting mode and business live broadcasting mode.Under the joint interaction of product type and initial contradictory attitude type,do a 2*2*2 mixed experiment between groups,It also introduces the dual system information processing theory to explain the changes of contradictory attitudes of high contradiction people in the business live broadcast marketing functional products and online Red live broadcast marketing hedonic products,explores the influencing factors of different e-commerce live broadcast modes on consumers’ contradictory attitudes in the actual marketing scenario,and draws the conclusion through the scenario experiment:(1)E-commerce live broadcasting has different effects on the contradictory attitudes of different types of consumers,which is specifically reflected in the significant reduction of the contradictory attitudes of high contradiction people and the insignificant change of the contradictory attitudes of low contradiction people.(2)Different e-commerce live broadcasting modes have different effects on different initial contradictions.After the high contradiction people watch the merchant live broadcast and the online Red live broadcast,the contradiction attitude will be significantly reduced,and the reduction degree of the online Red live broadcast is higher than that of the merchant live broadcast;After watching the live broadcast of online popularity,the contradiction attitude of low contradiction people does not change significantly.After watching the live broadcast of businesses,the contradiction attitude will rise significantly.(3)In the live broadcast scenario of e-commerce,different product types have different effects on different initial contradictions.After watching the anchor introduce functional products and hedonic products,the high contradiction attitude will be significantly reduced,and the degree of reduction is equivalent;After watching the anchor introduce functional products,the contradiction attitude of low contradiction people does not change significantly.After watching the anchor introduce hedonic products,the contradiction attitude will increase significantly.(4)The interaction of e-commerce live broadcast mode and product types has different effects on different initial contradictions.High contradiction people will significantly reduce their contradictory attitude after watching the merchant live broadcast marketing functional products and online popular live broadcast marketing hedonic products;Only after watching the live broadcast marketing hedonic products of merchants,the contradictory attitude will rise significantly,and the change of contradictory attitude in other cases is not significant.(5)The intermediary effect of dual system information processing theory is significant,which is embodied as follows:when businesses broadcast functional products,they urge high contradiction people to use rational analysis system to reduce contradiction attitude;When marketing hedonic products live on the Internet,high contradiction people are prompted to use the emotion processing system to reduce the contradictory attitude.Finally,we hope that through the research of e-commerce,we can promote the sales of products and put forward suggestions to consumers through the research of e-commerce.