Research On The Influencing Factors Of Online Consumption Of Chinese E-Commerce Livestreaming

With the popularity of mobile Internet services,especially affected by the epidemic since 2020,e-commerce live broadcasting has played an obvious driving role in China’s consumer economy.With low price promotion,the idol effect,interactive strong sex,the characteristics of real-time,electricity live to attract a large number of consumers in the air,pull the Chinese consumer to form a new wave of high tide,but also blindly to the pursuit of sales,and too dependent on the host,the product quality not in conformity with propaganda,and after-sale low-quality and a series of problems.In order to realize the sustainable and healthy development of the e-commerce live broadcast industry,this paper mainly studies the factors affecting consumers’ purchase in the e-commerce live broadcast.Firstly,based on the theory of consumer behavior,the mechanism of how price factors and preference factors affect online consumption is discussed and research hypotheses are proposed.Then,based on the sales data of 27,010 daily goods in top 50 live broadcast rooms in terms of monthly sales on Tik Tok platform in the fourth quarter of 2021,econometric regression method is used to study the factors affecting online consumption of consumers in e-commerce live broadcast.On this basis,the influencing factors of online consumption of goods in 15 segmented industries are further analyzed based on industry heterogeneity.Finally,based on the above quantitative analysis,this paper analyzes the root causes of problems existing in e-commerce live broadcasting and puts forward corresponding policy suggestions to promote the healthy development of the live broadcasting industry.The research results show that: Conclusion one: Price factors and preference factors have a significant positive effect on the online consumption of e-commerce live broadcast,and there are certain differences in the influencing factors of different industries.The price factor is the key factor that affects consumers’ purchase in most industries,among which discount is more important than gift.Preference factors are the key factors affecting local life,fresh fruits and vegetables,books,audio and video,and 3C digital industries with large information asymmetry,among which the duration of explanation has the greatest influence on online consumption through enhancing consumer preference.Conclusion two,consumers tend to be rational in the buying behavior of the broadcast room.The influence degree of the number of fans of anchors is relatively lower,and consumers’ purchasing behavior of live broadcast rooms is less influenced by opinion leaders,and consumers mainly make rational purchasing decisions based on commodity prices.Conclusion three: This paper finds that there are three main problems in the current e-commerce live streaming industry:Problem one: excessive reliance on low-price promotion;Problem two,excessive amplification of head anchor star effect;Problem three,traffic and profit distribution distortion.In order to guide the healthy development of the e-commerce live broadcasting industry,this paper puts forward targeted solutions.First,the cultural and creative attributes of the live broadcasting process should be added.At the same time,merchants can build account matrix to deal with the diversion of master anchors;Secondly,a demand-oriented high-flow supply chain should be established.Finally,the platform needs to optimize the traffic distribution mechanism.This paper is based on the perspective of economic analysis,which is helpful to promote the development of relevant theories and research,and has a certain degree of innovation.