Analysis of consumers' purchase decisions by live broadcasting in the internet celebrity economy

Zhao Shiqi (2021) Analysis of consumers' purchase decisions by live broadcasting in the internet celebrity economy. Külkereskedelmi Kar.

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Absztrakt (kivonat)

With the deepening of China’s economic reform and the rapid popularization of 5G, China's web celebrity economy became a product of the internet era and has reached its peak, the social identity of "Internet celebrities" has also been further improved, live broadcast marketing has become a major driving force for consumption and has a subtle influence on consumers' consumption concepts and patterns. It fits consumers’ psychology and has unique marketing advantages. The use of live streaming stimulates consumers' purchase desire, thus producing purchase behavior, and enriches consumers' access to products, enabling them to display their products more intuitively and comprehensively. The rapid evolution of the web celebrity economy strongly proves the huge potential of the Chinese market and its ability to accept the new economy. In 2020, the web celebrity economy will continue to expand. Due to factors such as the 5G superposition and extended holidays, the Internet celebrity economy is expected to achieve more rapid development and become a necessary choice for more consumers to open up marketing space. However, through investigation and research, the consumer group of online interactive live streaming mainly concentrates on college students, and the economic source of this kind of consumer group mainly comes from their parents. Moreover, they are extremely vulnerable to the influence of the star effect, instead of needing the products, resulting in impulsive buying behaviors and herd behaviors.Therefore, based on the research and analysis process, this paper will discuss the impact of network broadcast on consumers' buying behavior, to guide consumers to correct and rational consumption behavior.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Külkereskedelmi Kar

Tanszék

Nemzetközi Gazdaságtan Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Nemzetközi gazdálkodás

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	bevételek, celebek, élő közvetítés, fogyasztói szokások, vásárlói magatartás
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2021. Szep. 21. 14:39
Utolsó módosítás:	2021. Szep. 21. 15:53

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