Analysis on East Buy Online Shopping's Marketing Strategy of Live Streaming Based on Consumer Psychology

Abstract

Nowadays, with the development of social network, live streaming has become one of the main ways of sales for some merchants, which has a great influence on consumers. East Buy online shopping as one of the broadcast studios rapidly is recognized by the public in recent years. The influence of its consumption strategy on consumer psychology can be analyzed as a typical case of live broadcasting. This paper will take East Buy online shopping as an example to explore marketing strategy of e-commerce live streaming based on consumer psychology, and mainly analyze the influence of the marketing strategy on consumers' consumption intention through a questionnaire survey. The results show that the quality of products is the primary factor that consumers consider, and the selection of anchors with excellent qualifications in East Buy online shopping studio also makes consumers more inclined to choose it. This study found that the main factor that affects consumers psychology is the price of goods. The excellent qualification of anchors in East Buy online shopping studio is also one of the important reasons why consumers are more inclined to choose it among most brands.