Study on the Influence of e-Commerce Live Broadcasting on Consumer Behavior under New Media Environment

Abstract

This paper studies the influence of e-commerce live broadcast on consumer behavior in the new media environment. Firstly, the paper introduces the rise and development of e-commerce live broadcast. Secondly, the motivation, psychological characteristics and behavioral
characteristics of consumers participating in e-commerce live broadcast are analyzed. Finally, the paper discusses the influence of e-commerce
live broadcast on consumer decision-making, purchase behavior, attitude and brand cognition. It is found that e-commerce live broadcast
plays a significant role in influencing consumers’ behavior, can influence their decision-making and purchase behavior, and has a positive
impact on consumers’ attitude and brand awareness. These findings are of great significance for understanding consumer behavior and the
impact of e-commerce live broadcast in the new media environment.