Research On Influencing Factors Of E-commerce Livestreamers’ Maketing Capacity Based On Tik Tok Livestreaming’data

With the rapid development of online media,the continuous expansion of the scale of netizens and the new needs of the economic development of the times,e-commerce livestreamings grew rapidly at the end of 2019,and the "home economy" spawned by the COVID-19 in early 2020 also made e-commerce livestreaming completely popular.With the continuous introduction of livestreaming marketing function on various platforms,e-commerce Livestreamer has become the closest link between goods and consumers,which makes it more and more valued by e-commerce enterprises and consumers,and also makes the factors affecting the audience’s purchase behavior more complex.Therefore,many scholars have set foot in the livestreaming industry to study the traditional laws and novel characteristics followed by the new things of livestreaming marketing.Therefore,based on Tiktok short video app,this paper observed the livestreaming data of 558 e-commerce Livestreamer from November 1,2020 to September 2,2021,and analyzed the factors that affected their marketing performance.This paper selects valuable indicators through previous literature research and random forest algorithm.The sales ability of e-commerce Livestreamer is measured by its daily sales and daily sales conversion rate.The influencing factors are selected from five aspects: the personal characteristics of e-commerce Livestreamer,the activity characteristics of e-commerce Livestreamer,the interaction between e-commerce Livestreamer and audience,the commodity characteristics of livestreaming room and the popularity of livestreaming room.Then,based on the unbalanced panel data,this paper uses the fixed effect model to analyze the influence mechanism of various factors on the sales performance of e-commerce Livestreamer.From the perspective of individuals,this paper compares and explores the influence differences of various influencing factors on different types of e-commerce Livestreamers;At the same time,from the perspective of time,this paper studies the impact of holiday marketing and different livestreaming marketing time periods on the sales performance of e-commerce Livestreamer.Finally,three methods are used to test the robustness of the empirical results,including correcting heteroscedasticity,adjusting sample period and changing sample size.The following conclusions are obtained:First,there are obvious differences in the influence mechanism of the relevant characteristics of e-commerce Livestreamers on its daily sales and daily commercial conversion rate.There is a structural breakpoint in the number of e-commerce anchor fans at 2.53 million people,that is,before and after this breakpoint,the impact of the number of fans on its sales has undergone significant structural changes.As a cumulative indicator to measure the activity of e-commerce Livestreamers,the number of livestreaming days in recent 30 days should be kept in the reasonable range of 10-18 in order to effectively improve its sales performance.The interaction between e-commerce Livestreamers and audience and the average price of goods have opposite effects on their daily sales and daily delivery conversion rate,which is different from the previous research results.On the whole,it shows that although the livestreaming function increases the interaction between e-commerce Livestreamers and audience,the audience is still sensitive to commodity prices,which reflects the lack of interaction between e-commerce Livestreamers and audience to a certain extent.Second,various factors show great differences in the sales performance of different types of e-commerce Livestreamers.The average number of fans of the star anchor is the highest.Due to the particularity of their profession,the e-commerce livestreaming as a star Livestreamers is only a part-time activity.Too high frequency of goods will cause the audience to question the professionalism of the star,and then weaken its celebrity effect.Livestreamer’s daily livestreaming duration,the average stay duration of the audience,the number of fans and the average price of goods have the greatest impact on its sales performance,and the link between them is more inclined to "goods".Plain Livestreamer,as one of the three types of e-commerce Livestreamers,has the least number of fans and the least number of viewers in the livestreaming room,but its average commercial conversion rate is the highest,and the link between the two is more inclined to "emotional dependence".Third,some holiday marketing has a significant impact on the sales of e-commerce Livestreamer.Among them,holiday marketing with special significance to all subjects of society needs to focus on the importance of celebrity effect.The sales conversion rate is affected by national policies.However,under the condition that other external conditions remain unchanged,the commercial conversion rate of e-commerce Livestreamer is not affected by holiday marketing.The livestreaming is the most efficient starts at 18:01-22:00 and ends at18:01-22:00,which are much higher than the corresponding index values of other straight time periods.It is believed that it is mainly affected by the current daily work and rest of mass Internet users who sleep late and limited self-regulatory strength resources.