Study on the Promotion Effect of “Live Broadcasting with Shouting Style” in Live Rooms Under the Elaboration Likelihood Model

Abstract

A new phenomenon of “shouting-style sales” has emerged in live e-commerce, but the research on its effects is currently insufficient. Exploring the short-term and long-term effects of “shouting-style sales” is beneficial for exploring how live e-commerce can develop better and longer-lasting, providing experiences and insights for live e-commerce rooms, especially brand-owned ones. By conducting a questionnaire survey of consumers who have experience with live e-commerce shopping, we can understand how consumers perceive “shouting-style sales” and what factors influence consumers’ ordering and repurchasing. The survey shows that “shouting-style sales” has no short-term effect on promoting orders, and it cannot promote repurchase in the long term either. Consumers may use both central and peripheral routes when shopping in live e-commerce, but they tend to use central route thinking when repurchasing. The emotional appeal and the degree of discounts in live rooms are the main factors influencing consumer purchases, while product quality and the level of product description are the main factors influencing consumer repurchases.