ITM Web Conf.
Volume 45, 20222021 3rd International Conference on Computer Science Communication and Network Security (CSCNS2021)
|Number of page(s)||14|
|Section||Computer Technology and System Design|
|Published online||19 May 2022|
Research on Chinese live broadcast marketing and sustainable consumption intention under the internet environment
International College of Beijing University of posts and telecommunications, Beijing, 100000, China
2 School of Business Administration, Yunnan University of Finance and Economics, Kunming 650221, China
* Yihan Zhao: firstname.lastname@example.org
Compared with the traditional marketing model, the live broadcast marketing model increases the role of the anchor, making it a research hotspot. Based on different types of products and different anchor modes, the impact on consumers’ psychology and behavior is the focus of this paper. Through two standard experiments, spss22 0 statistical analysis found that: (1) for functional products, entertainment anchor mode significantly improves consumers’ emotional identity; at the same time, it significantly reduces consumers’ authority identity and knowledge identity; (2) for functional products, knowledge-based anchor mode significantly enhances consumers’ authority identity and knowledge identity, and significantly reduces consumers’ emotional identity; (3) In the functional product scenario, knowledge identity, authority identity and emotional identity all have a positive impact on consumers’ continuous purchase intention.
Key words: Functional products / User identity / Live streaming marketing / Sustainable purchase intention
© The Authors, published by EDP Sciences, 2022
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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