Consumer Reactions to Live-Streaming Influencers’ Communication Behaviors on Douyin
DOI:
https://doi.org/10.54691/bcpbm.v25i.1866Keywords:
Douyin, Live-streaming, E-commerce, Influencers, Consumer behaviorAbstract
In recent years, the popularity of online live-streaming commerce is favored by consumers. Live-streaming commerce have good prospect and great development potential, so it is important to know consumers’ concerns. Using content analysis of audience comments on 5 Douyin videos, this research studies, from the perspective of consumers, how the influencer's communication behavior affects consumers' reactions. Findings show that consumers are concerned with 4 key aspects: appearance, personal style, product quality and credibility. Especially for appearance, comments show that audience usually tend to care more about female influencers’ appearance rather than that of male influencers and most of their comments about female influencers’ appearance were negative, while their comments about male influencers were more positive. This research studies a new form of consumption that has sprung up in China in recent years, helping to know more about Chinese consumers' views on online consumption, as well as online consumption culture.
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