| With the development of the Internet and e-commerce platforms,online shopping has been widely accepted by consumers,and the online shopping industry has accumulated a huge consumer group.In recent years,the development of China’s live streaming industry has prospered,and e-commerce platforms seeking new business opportunities have begun to combine e-commerce with the form of live streaming to launch a new marketing model for ecommerce live streaming.According to statistics,the scale of e-commerce live streaming consumers was 464 million,with an increase of 75.79 million over December 2020,accounting for 44.9% of the total netizens.Different from traditional online shopping,ecommerce live streaming exhibits traits of timeliness and interactivity,and it can provide consumers with product information in an efficient and timely manner,assist consumers in making shopping decisions,and also provide consumers with an interactive platform to enhance the shopping experience of consumption.For platforms and merchants,e-commerce live streaming can reduce marketing costs,improve sales efficiency,and enhance trust between them and consumers.This article analyzes the interaction status and shopping behavior of consumers,and categorize consumers,while considering the influence of platform and anchor factors.Consumer groups are divided into four categories according to whether the interaction state is immersed or silent,and the shopping behavior is to buy or watch.Based on the principles that interaction status can affect each other mutually,shopping behavior can change,and individual types can transform,an evolutionary game model of consumer groups on ecommerce live streaming platforms is established.The proposed model explores the changes in consumer interaction and shopping behavior in live rooms,analyzes the factors contributing to the generation as well as changes of consumers shopping behaviors,and provides suggestions for e-commerce platforms to improve the stream in live rooms and to promote consumption.The main research contents and innovations of this paper are as follows:According to relevant research and analysis,the status of e-commerce live streaming was summarized,and the shortcomings of existing related research were analyzed;evolutionary game theory and propagation dynamics model were introduced,based on which the idea of building a combination model of these two theories and applying it to the feasibility of consumer behavior research in the field of e-commerce live broadcast was proposed;Based on the previous discussion,the third section proposes to consider the evolution of consumer groups that occurs when consumers are affected by the interaction state under the influence of the attractiveness of anchors and platform preferential measures.An evolutionary game model of e-commerce live streaming groups with the influence of anchor attraction has been established.The results show that the attractiveness of anchors has a significant impact on consumers’ willingness to participate in interaction,and in addition,the rewards and preferential treatment of live streaming rooms will also have an impact on their shopping decisions;on the basis of the model proposed in the third section,the evolutionary model of e-commerce live streaming groups affected by false publicity is established in the fourth section,considering the impact of the integrity of anchors and their false publicity methods on consumers’ shopping behavior.The results show that whether or not the false publicity is exposed will have different effects on the purchasing behavior of the consumer group,and the losses suffered by consumers will also affect the degree of response to the false propaganda.Based on the established model,this paper analyzes the interaction and purchase behavior of consumer groups and their influencing factors in the context of e-commerce live streaming and provides a reference on how to improve the effect of e-commerce live streaming,which may provide certain academic value and practical significance. |
PDF Full Text Request