Abstract
With the development of e-commerce, live-streaming sales have become an increasingly important driver of economic. growth. Anchors utilizing innovative pathways for live-streaming sales have shown both positive effects, such as Dong Yuhui’s knowledge-based approach, and negative effects, such as attention-seeking tactics. This study aims to investigate the current status and prospects of live-streaming sales using innovative pathways through a questionnaire survey and data analysis using SPSS and Stata software. The following conclusions were drawn: incorporating innovative pathways into live-streaming sales can pique the interest of internet users and increase user stickiness. Internet users’ disposable income and educational background are positively correlated with their support for innovative live-streaming sales pathways. The study concludes by suggesting strategies for identifying potential users and nurturing charismatic anchors, as well as acknowledging its limitations.
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