附录 C 外文原文
Research on the Impact of Live Video Streaming on Customers Consumption Behavior and Intention
Yan Yang 6th International Conference on Economics, Management, Law and Education (EMLE 2020)
Abstract
Many merchants increasingly use live video streaming to sell their products to increase sales and promote their brands, which has created huge profits for them. Therefore, this paper will focus on customers consumption behavior and intention on this platform. This research takes 50 people with shopping experience on living streaming platforms as the research object and adopts the research online questionnaires to analyze their consumption characteristics and consumption tendency. The results show that most of the products purchased by respondents through live shopping are food, followed by beauty products. The reason why they choose to place an order is that the discount on the product attracts them. Product display also makes an influence of their choice. However, they are not satisfied with the products purchased through the webcast. In addition, based on the SOR (Stimulus, Organization, Response) theory, this paper constructs a logical model of the impact of webcasts on consumers purchase intention through literature analysis.
Keywords
living video streaming, consumption behavior and intention, webcasts, consumption characteristics
I. INTRODUCTION
With the rapid development of the mobile network and the popularity of intelligent devices, network live broadcast has become the focus of publics attention. Besides, due to COVID-19, consumers pay more attention to online shopping. As of June 2020, the number of Internet users in China has reached 940 million, with 28.0 hours of online time per week per capita, of which 7.3% are live webcast applications; 562.3 million live webcast users are mainly young people. It can be seen that the significant number of Internet users has become the fundamental guarantee for realizing the scale effect of live broadcasting with goods.
Various scenes and strong interactive experience provide a new way for enterprises to show their products, brands, and images more vividly. Enterprises take advantage of the efficient, timely, and low-cost advantages of Internet information transmission to gradually develop a webcast marketing model. The realtime network has more and more extensive and profound influence on consumer behavior.
II. RESEARCH AND METHODOLOGY
This research adopts the method of a questionnaire survey to explore and analyze the influence of online live broadcast on consumers purchase behavior and purchase intention. The research object is mainly young people who have the experience of watching live streaming and placing orders on living streaming platforms. A total of 50 valid questionnaires are collected, of whom 37.25% are males and 62.75% are females. The number of young consumers accounts for 78.43%.
There are 15 questions in the questionnaire:
·Whats your gender?
·Whats your age?
·What is your monthly consumption level?
·How often do you watch live streaming?
·What are the reasons that make you decide to buy in the live streaming? (MCQ)
·What is in your mind when you have no target consumption?
·What kind of products do you often buy through the live streaming? (MCQ)
·What is the main basis for you to decide to buy the product?
·Do the following options match your buying behavior when watching the live broadcast?
A. I have a lot of things I bought while watching the live streaming but I rarely use them in the near future.
B. I rarely buy items outside the plan while watching live streaming.
C. Im always impulsive when placing an order.
D. When I watch the live broadcast, the actual consumption amount always exceeds expectations
·Please review your recent experience of placing an order while watching live streaming and make your choice according to your actual situation.
·Do you have any experience of returning products after placing an order online?
·What is the reason for you to return the products after you purchase them?
·What is your solution when you are not satisfied with the product?
·Before purchasing, which of the following situations does your mobile order have?
Attracted by product promotion → be interested in the product → search for the product
Because of a certain demand → search for this type of product → become interested in the product
Recommend by others → become interested in the product → search for the product
Browse without purpose.
·Please use the number (0~10) to measure your feeling of live consumption.
SOR theory refers to Stimulus, Organism and Response ('Fig. 1'), which is a general pattern of human behavior. This model shows that consumers purchase behavior is caused by stimulation, which comes from consumers physiological and psychological aspects and the external environment. Under the stimulation of various factors, consumers generate motivation and make purchase decisions.
Recently, many scholars adopt SOR theory to study consumer behavior. It can also be used in the study of consumers purchase intention. As an external stimulus, online live shopping can also stimulate consumers to produce emotional or cognitive reactions and then generate consumption behavior. Therefore, this study believes that SOR theory is also applicable to the study of online live shopping.
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