The Impact of Live Commerce on Consumers’ Purchase Behavior Under the Background of COVID-19 in China

DOI

10.2991/assehr.k.211209.037How to use a DOI?

Keywords

Live commerce; Livestreaming; Livestreaming marketing; Key Opinion Leader

Abstract

E-commerce has existed for a long time, but the outbreak of the COVID-19 ushered in a new opportunity for its development. Live commerce is a significant branch of e-commerce, which mainly realizes businesses through livestreaming marketing. After COVID-19, more and more people watch the livestreaming, it ushered in explosive growth. In the process of livestreaming marketing, Key Opinion Leaders (KOLs) play a very important role. In 2021, 62% of advertisers use KOL promotion. This paper mainly discussed live commerce under the background of COVID-19 in China. Through literature analysis, this paper discussed the impact factors of live commerce on consumers’ purchasing behavior and how KOLs affect consumer behavior positively and negatively. In the last part, this article gave some suggestions to help enterprises to recover from COVID-19.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Mingyu Fu
PY  - 2021
DA  - 2021/12/15
TI  - The Impact of Live Commerce on Consumers’ Purchase Behavior Under the Background of COVID-19 in China
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 222
EP  - 225
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.037
DO  - 10.2991/assehr.k.211209.037
ID  - Fu2021
ER  -