Research on the Impact of Social Media Live-Streaming on Consumer Purchasing Behavior and Its Coping Strategies

Due to the rapid development of network technology and the popularity of live-streaming,more and more businesses and individuals are using live-streaming to promote their products,giving rise to a new marketing model of social media live-streaming.Based on the social media live-streaming market,businesses or enterprises focus on tapping into new consumer demand,and social media live-streaming marketing has gradually expanded into various fields.Based on the SOR theory,this paper discusses how to improve the coping strategies of consumer purchasing behavior through social media live-streaming by analyzing the representative factors affecting consumer purchasing behavior such as anchors,brands,and live-streaming content in social media live-streaming.The results of this study will contribute to a better understanding of the relationship between social media live-streaming marketing models and consumer purchasing behavior and will help to reveal the potentials and limitations of social media live-streaming,thus providing valuable ideas and scientific basis for social media live-streaming marketing strategies.

A Study on the Influence of External Stimuli and Psychological Processes on Stationery Purchase Behavior Based on SOR

Based on the SOR(stimulus-organism-response)model to obtain 534 survey data from the MTurk platform,the relationship between external stimuli,psychological processes,and consumers’stationery purchasing behavior was empirically analyzed using a multivariate ordered logistic regression model.In terms of marketing stimuli,consumers’recognition of product quality and price as well as the convenience of purchasing channels significantly and positively influenced purchasing behavior;in terms of social stimuli,self’s opinion of needs and the positive evaluation of peers significantly and positively influenced purchasing behavior;in terms of psychological process,consumers’knowledge,trust,willingness to know,and preference for stationery products significantly and positively influenced purchasing behavior.Accordingly,it is proposed that,in order to promote the purchase of stationery products,the production and operation links should ensure the quality of stationery products,promote price control in a reasonable range,guarantee a healthy,orderly,and convenient stationery market environment,as well as strengthen the multi-sensory promotion of stationery products.

Influence Mechanism of Clothing Anchor Features on Consumers'Purchase Intention

Relying on the field of e-commerce live broadcast,the features of clothing anchors are divided into four dimensions:charm features,recommendation features,display features and interaction features.The intermediate variable of social presence is introduced to construct a theoretical model of e-commerce live broadcast consumers'purchase intention.Based on the questionnaire survey data collection,using SPSS 23.0 software and Amos 23.0 software to analyze the data,it is concluded that the features of charm,recommendation,display and interaction of the clothing anchors have a significant positive impact on consumers'purchase intentions.Social presence plays a mediating role in the influence of the features of charm,recommendation,display and interaction on consumer'purchase intention.