Taobao Anchors Strategically Promote Impulsive Buying of Consumer

DOI

10.2991/assehr.k.211209.494How to use a DOI?

Keywords

Taobao Live; Live Stream E-commerce; Impulse purchase; Sale Strategy; Livestreaming Economy

Abstract

Live- stream shopping is the next big thing to enter the world of e-commerce, not only in China, but also in the whole world. Platforms in Europe and America, such as Facebook and Amazon have already implemented livestream shooting into their branding. In the future, the growth of live streaming e-commerce may thoroughly revolutionize consumers’ spending habits and the entire consumer market. In the development of live streaming E-commence, the question of how live streaming anchors enhance sustainable marking effects using customer phycological strategy is currently a major topic in the live streaming marketing sector. Accordingly, based on the theory of impulse buying, this study direct examines the application of the theory of guided consumption, decoy effect, time-limited offer, anchoring effect and the effect of authority in Live Streaming platform, using the anchors in Taobao Live as the subject of study to see how the anchors apply those strategies in their daily live streaming and subconsciously influence consumers to make impulse purchases.

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  - Yunying Zhang
PY  - 2021
DA  - 2021/12/15
TI  - Taobao Anchors Strategically Promote Impulsive Buying of Consumer
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 3027
EP  - 3030
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.494
DO  - 10.2991/assehr.k.211209.494
ID  - Zhang2021
ER  -