Analysis of Consumer Behavior and Purchase Intentions Based On the "Oriental Selection Live" Phenomenon
DOI:
https://doi.org/10.54691/bcpbm.v38i.3663Keywords:
live streaming explosion; anchor characteristics; consumer purchase intentions; S-O-R model.Abstract
The explosion of live webcasting on Shake Sound has opened up a nationwide craze in which everything can be broadcast, preceded by the live streaming craze of Veya, Li Jiaqi, and Simba, and followed by the new model of live streaming of Oriental Selection. There has been little research into the specific behavioral factors of the live-streaming craze, so this paper uses questionnaires and empirical analysis to investigate the impact of the recent explosion of the Oriental Selection live-streaming craze on consumer behavior and purchase intentions. The paper conducts statistical analysis of the sample data and ultimately concludes that the professionalism, attractiveness, and interactivity of the anchors positively influence perceived value and that the mediating role of perceived value holds. Based on the analysis results, the recommendations are that the platform improves the professionalism of the anchor with the product, strengthens the promotion of the product, and invites writers and bigwigs from various industries into the live broadcast for the live broadcast interviews and conversations, etc.
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