Abstract
As a product of new media technology, live streaming commerce has emerged as a popular consumption trend. With its interactive nature, the variety of live streaming commerce formats continues to expand. Notably, food-related live streaming commerce has gained significant popularity among consumers. Increasingly, people are engaging in addictive behaviors, purchasing food products through these platforms. This paper focuses on examining the addictive behavior of new media users in food commercial live streaming, using Douyin as a case study. The research delves into the relationship between users addictive behavior and the various types of live streaming commerce, the interactive dynamics between users and anchors, as well as the role of big data algorithms used by new media platforms. By exploring these relationships, the study sheds light on the captivating aspects of food commerce live streaming and its impact on consumer behavior.
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