Planned Impulse Consumption in Live Streaming E-commerce——Evidence from Tiktok

DOI

10.2991/978-94-6463-098-5_169How to use a DOI?

Keywords

live streaming; impulse consumption; planned consumption

Abstract

Due to the epidemic, many brands began to sell goods live on platforms such as Tiktok, Kwai and Taobao. Based on the sales data of Tiktok in the second quarter of 2022 collected by Huitun network, this paper made regression analysis to exam the relationship between consumers' behaviors, their plans and their emotions in live E-commerce. We found that the consumers’ behaviors are semi-rational and semi-impulsive.

Copyright

© 2023 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  - Abigail Xi Chen
PY  - 2022
DA  - 2022/12/27
TI  - Planned Impulse Consumption in Live Streaming E-commerce——Evidence from Tiktok
BT  - Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
PB  - Atlantis Press
SP  - 1490
EP  - 1500
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-098-5_169
DO  - 10.2991/978-94-6463-098-5_169
ID  - Chen2022
ER  -