A Study On Consumers’ Perceived Behavior Towards Public Welfare Live Streaming On Live Streaming Platforms From The Perspective Of SICAS

The progress of mobile communication technology and internet technology has led to the rapid development of live streaming sales,which has led to the emergence of a development model that combines public welfare and live streaming.In the context of rural revitalization,the emergence of the public welfare live streaming sales model has successfully boosted public welfare undertakings,not only providing social benefits to society but also maximizing economic benefits.Today,the development of public service live broadcast delivery relies on various live broadcast platforms.This paper takes the live broadcast public service delivery carried out by Taobao,Tiktok and Kwai as an example,and analyzes consumers’ perception behavior of the phenomenon of public service live broadcast delivery in the live broadcast platform based on the SICAS model.Starting from online live streaming sales,this article provides an overview of the concept of public welfare live streaming sales,emphasizing the public welfare nature of the results and purposes of public welfare live streaming sales,and exploring the rise,development motivations,and current status of public welfare live streaming sales.Starting from consumers of public welfare live streaming sales,a questionnaire survey and in-depth interviews were conducted on their consumption behavior,and it was concluded that the current development dilemma is: 1.consumers have insufficient perception of the concept of public welfare live streaming sales;2.The level of attraction of public welfare live streaming content to consumers is not high;3.Limited interaction within the public welfare live streaming room;4.Insufficient supervision within the live streaming platform affects consumer purchases;5.Consumers have not yet formed a sharing initiative.Propose corresponding strategic suggestions to address the current development difficulties: create a distinctive brand for public welfare live streaming with goods,improve the logistics system,consolidate the quality of the supply chain,and enhance consumer perception level;Display the differentiation of public welfare live streaming products,enrich the ecological content of public welfare live streaming,and stimulate consumer interest in purchasing;Build a professional public welfare live streaming team,innovate promotional and preferential forms,and strengthen the interactivity of live streaming;Deeply participate in the delivery process,form a complete live streaming link,and establish a comprehensive regulatory system to promote consumer buying behavior;Strengthen the cultural output of public welfare live streaming products,enhance consumers’ willingness to share,and stimulate consumer communication and discussion.Provide suggestions for the current issues of public welfare live streaming sales,hoping to provide certain reference value for the future development of public welfare live streaming sales.