Preference Reversals Between Regret Aversion Based on Two Types of Regret Aversion in E-commerce Live Streaming
- 10.2991/978-2-494069-31-2_407How to use a DOI?
- Regret aversion; E-commerce live streaming; Preference reversal
In the era of new media, online platform has become one of the main shopping channels for the public. As a new marketing model, e-commerce live streaming effectively stimulates impulsive buying of customers and generates huge economic benefits, which brings it important research value. Based on the design of situational experiments and questionnaires, this paper to analyzes different psychological tendencies in consumer groups in e-commerce live streaming from perspective of behavioral economics. The results show different strengths of different psychological tendencies in consumer groups and explains the reasons for impulse spending under this marketing model. The study enriches the application fields of preference reversal theory, innovates the empirical research design, and provides relevant suggestions and theoretical basis for customers, enterprises and the government participating in e-commerce live streaming.
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Cite this article
TY - CONF AU - Chang Liu AU - Tongtong Liu AU - Shiyue Wu PY - 2022 DA - 2022/12/29 TI - Preference Reversals Between Regret Aversion Based on Two Types of Regret Aversion in E-commerce Live Streaming BT - Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022) PB - Atlantis Press SP - 3465 EP - 3474 SN - 2352-5398 UR - https://doi.org/10.2991/978-2-494069-31-2_407 DO - 10.2991/978-2-494069-31-2_407 ID - Liu2022 ER -