Abstract
This study takes beauty products as an example to explore the impact of product presentation methods in live-streaming sales videos by influencers on social platforms such as Douyin and Xiaohongshu on consumers’ purchase desire. The research content mainly includes three aspects: first, analyzing how product presentation methods affect consumers’ purchase desire; second, comparing the different ways influencers present products; and finally, conducting an in-depth study of the top five popular live-streaming sales videos on the Douyin platform. The results indicate that the method of product presentation plays a key role in stimulating consumers’ purchase desire, and the personalized presentation styles of different influencers also significantly influence consumers’ purchasing decisions. This study provides valuable insights for the production of live-streaming sales videos and is of great significance for enhancing the online sales effectiveness of beauty products.
Published Version
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