E-commerce Live Streaming Marketing and Consumer Psychology: The E.B.K Model and the JD-fresh & Douyu Marketing Case

Abstract

2016 has been known as the year of Chinas online live streaming, the live streaming market entered a period of explosive growth. Online live streaming presents enormous marketing opportunities and releases consumer potential. This study constructs a consumer psychology-behavior model for online marketing based on the E.B.K. (Engel) model, which includes four stages: information input, information processing, decision-making, and external influence. The study focuses on the interaction between consumer psychology and online marketing strategies in the context of live streaming, and analyzes the mutual dynamics between consumer psychology and online marketing strategies, using the specific case of the JD-Fresh & Douyu 6.18 marketing campaign in 2016. On the one hand, online marketing strategies influence consumer psychology through virtual interactions, which in turn affects consumer behavior. On the other hand, consumer evaluations and feedback after purchase further affect the adjustment and improvement of the online live streaming marketing environment. This case study demonstrates the feasibility of the model and provides new ideas for brand marketing and promotion strategies in future online live streaming.