Analysis of Critical Factors Affecting the Sales of Live Broadcast with Goods on Short Video Platform

Abstract

With the rise of social media and the change in consumers purchasing methods, the e-commerce live delivery industry has developed rapidly, and live sales have hit record highs. The key influencing factors behind it are worth exploring. This industry has gradually become popular, but it may also prompt the public to have excessively optimistic expectations for it. Therefore, through questionnaire survey, this paper widely disseminated and recycled questionnaire data on social media and analyzed it to explore the publics views on the industry. In addition, through platform data collection and case analysis, the key factors affecting live broadcast sales are explored. It is found that the publics understanding of the industry has limitations and good imagination. The current industry situation shows that there may be better choices for a star to transform into a blogger with goods. Online celebrity anchors focusing on bringing goods on platforms such as TikTok are more suitable to give full play to the advantages of bringing goods. There is an apparent positive correlation between the total sales of anchors and the number of fans. A positive correlation exists between the average online number and the total sales. There is a positive correlation between the number of fans and the peak number of online people per game; A medium-sized online peak can gain a larger market share in terms of sales.