Analysis of Live E-commerce Influence on Consumers Shopping Behavior in the "Double 11" Shopping Festival in China

Abstract

As one of the components of GDP calculation, consumption has always been the target of people's attention. Following the United States, China, the world's second-largest e-commerce market, is also a natural target. In particular, the research on the development of e-commerce and the rise of new shopping methods such as live e-commerce in recent years has aroused wide interest, and the analysis also provides new thinking for the sustainable development of e-commerce. In order to better study this problem, this study focuses on the analysis of online shopping and live streaming of goods in two ways. This study specifically analyzes the mechanism and rise of online shopping festivals and live streaming of goods, and also analyzes the possible advantages of the two methods and the shortcomings of product uncertainty as an example. In addition, this paper also combines and compares the two, especially in the "Double 11" shopping festival, and puts forward some thoughts for this research problem.