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电商直播模式下家具产品消费者行为形成及演化分析
Title:AnalysisoftheFormationandEvolutionofConsumerBehaviorinE-commerceLiveStreamingModeforFurnitureProducts
Introduction:
Theemergenceofe-commercehasrevolutionizedthewayconsumerspurchaseproducts,includingfurniture.Withthedevelopmentoftechnology,e-commercelivestreaminghasgainedsignificantpopularity,especiallyinChina,asaplatformforsellingvariousproducts,includingfurniture.Thispaperaimstoanalyzetheformationandevolutionofconsumerbehaviorine-commercelivestreamingmodeforfurnitureproducts.
1.OverviewofE-commerceLiveStreamingMode:
1.1DefinitionandFeatures:
E-commercelivestreamingreferstothelivebroadcastingofproductdemonstrations,promotions,andsalesthroughvariousonlineplatforms,suchassocialmedia,onlineshoppingapps,andwebsites.Itallowssellerstointeractwithconsumersinreal-time,showcasingproductfeaturesandbenefits,answeringcustomerinquiries,andfacilitatingimmediatepurchase.
1.2DevelopmentandAdoption:
E-commercelivestreaminghasgainedrapidadoptioninrecentyears,primarilyinChina.TheCOVID-19pandemicfurtheraccelerateditsgrowth,asconsumersturnedtoonlineplatformsforshoppingandentertainment.Furniturecompaniesareleveragingthismodetoreachawideraudience,increasebrandawareness,andboostsales.
2.FactorsInfluencingConsumerBehaviorinE-commerceLiveStreamingMode:
2.1SocialInfluence:
E-commercelivestreamingallowsconsumerstoengagewithinfluencers,celebrities,orexpertswhopromotefurnitureproducts.Theinfluenceoftheseindividualsandtheirabilitytobuildtrustandcredibilitysignificantlyimpactconsumerbehavior.
2.2Real-TimeInteractionandInformationAccessibility:
Consumerscanaskquestions,seekclarifications,andreceiveimmediateresponsesfromsellersduringlivestreams.Thisinstantinteractioncreatesasenseofurgencyandexcitement,influencingconsumers'decision-makingprocess.
2.3ProductDemonstrationsandAuthenticity:
E-commercelivestreamingprovidesanopportunityforsellerstoshowcasetheproduct'sfeatures,usage,andbenefitsthroughlivedemonstrations.Consumerscanwitnesstheproduct'sauthenticity,buildtrust,andm