A Study on the Influence Factors of Consumer Shopping through Live Streaming Based on the Kano Model

DOI

10.2991/978-94-6463-638-3_6How to use a DOI?

Keywords

KANO model; Better-Worse coefficient; service optimization

Abstract

With the development of the Internet, live streaming has gradually become a new type of shopping form, which has had a significant impact on consumer's shopping behavior. This study aims to explore the influencing factors of consumer shopping through live streaming, mainly using the qualitative analysis of the Kano model to determine the key elements. By analyzing the Better and Worse coefficients, it is possible to prioritize the functions or needs that can significantly enhance user satisfaction, while avoiding those that may cause a significant decline in user satisfaction. Then, a Better-Worse matrix is constructed to more accurately determine the influencing factors and their ranking.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Zheng Liu
PY  - 2024
DA  - 2024/12/30
TI  - A Study on the Influence Factors of Consumer Shopping through Live Streaming Based on the Kano Model
BT  - Proceedings of the 5th International Conference on Economic Management and Big Data Application (ICEMBDA 2024)
PB  - Atlantis Press
SP  - 38
EP  - 44
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-638-3_6
DO  - 10.2991/978-94-6463-638-3_6
ID  - Liu2024
ER  -