Abstract
In order to explore the influence of live broadcasters’ own factors on the effect of live delivery, we conducted field surveys of no less than 1680 minutes for live broadcasters and audiences participating in live events on the Douyin platform for 14 consecutive days. We also collected 488 valid questionnaires through online surveys, and used Eviews10.0 software to analyze the collected primary data. The results proved that the optimization of the live broadcaster’s image and the improvement of the interactive effect of the live broadcaster can better stimulate the consumers who participate in the live broadcast and continuously increase their consumption quota and consumption times. Through research, the live broadcaster has finally achieved the goal of improving the ability to carry goods by optimizing himself.
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