Influence Of Demographic Characteristics Research Articles

Psychological AI: A critical analysis of capabilities, limitations, and ramifications

As artificial intelligence (AI) continues to advance, machine learning and natural language processing (NLP) offer new possibilities in various areas of psychology, such as therapy, diagnostics, treatment planning, demographic profiling, sentiment analysis, and consumer psychology. However, AI research in psychology is still lacking. This study aims to explore the specific applications of AI in the field of psychology. Firstly, the article delves into the efficacy and cost-effectiveness of chatbots in delivering cognitive behavioral therapy (CBT). Next, the article explores the current state of AI in detecting mental health disorders, highlighting the use of digital footprints as a diagnostic tool. Furthermore, the research investigates how AI can assist medical professionals in developing focused treatment plans. It analyzes studies that aim to optimize treatment strategies using AI technologies. The article also examines the influence of demographic characteristics on our understanding and application of psychology. Lastly, the article touches on the use of AI in analyzing sentiment to understand and predict consumer behavior. Ethical implications of using AI-driven psychological assessments are also discussed. It concludes with a summary of key findings and offers a glimpse into potential future developments in this field.

Israeli students' perceptions regarding sperm donation: dilemmas reflections with dominant demographic effect.

Sperm donation has undergone significant medical and social transformations in recent decades. This study aimed to explore Israeli students' perceptions towards sperm donation and investigate the potential influence of demographic characteristics on these perceptions. The study encompassed 254 students from Tel-Aviv University, who completed an anonymous online survey in January-February 2021. This cross-sectional quantitative online survey, comprised 35 questions categorized into three sections: demographic data, assessment of prior knowledge, and perceptions of sperm donation (general perceptions related to both positive and negative stigmas associated with sperm donation, the roles and activities of sperm banks, and considerations surrounding identity disclosure versus the anonymity of sperm donors and their offspring). Participants exhibited a relatively low level of prior knowledge (mean 31.2 ± 19 of 100). Scores for positive and negative stigmas ranged from 1.3 to 2.2. Notably, the statement "Donors' anonymity preservation is crucial to maintain sperm donation" received a mean of 3.7. Seeking for anonymous sperm donation identity both by recipients and offspring was ranked with low means (1.5 and 1.7, respectively). However, the pursuit of half-siblings by mothers or siblings themselves received higher ratings ranging from 2.7 to 3. Women's stigma ranking were notably lower, while men emphasized the importance of donor anonymity. Sperm Banks hold a position of medical authority rather than being perceived as being commercial entity. The preservation of donor anonymity is widely accepted as a crucial element, prioritized over the requests for identity disclosure from recipients and offspring. Demographic parameters exhibit a strong and precise effects on participants' perceptions.

Long-term efficacy of vedolizumab therapy in patients with Crohn’s disease

Introduction: Currently, the possibilities in the treatment of Crohn’s disease (CD) are expanding. Various classes of genetically engineered biological therapy are available for the treatment of inflammatory bowel diseases (IBD). Vedolizumab, having a selective nature of action, has a higher safety profile of the drug, which suggests lower immunogenicity and, as a consequence, long-term efficacy. Materials and methods: A retrospective study was conducted on the basis of the National Medical Research Centre of Coloproctology named after A. N. Ryzhikh, which included 54 patients treated with vedolizumab. In the course of the work, the survival of therapy was evaluated, as well as the influence of demographic characteristics, localization, phenotype of the disease and other factors on the effectiveness of therapy. Results: The study showed 86.0% (95% CI 72.8-93.1) survival of therapy for 15 months and 75.9% (95% CI 58.8-86.7) for two years. No statistically significant differences were obtained when assessing the effect of gender, comorbidity, lesion localization, disease phenotype, smoker status and the use of glucocorticosteroids during vedolizumab induction. During the analysis, it was revealed that significant factors affecting the effectiveness of therapy are the age of CD debut less than 21 years and the SES-CD index index more than 7, as well as previous therapy with the use of two or more anti-TNF drugs. Discussion: Despite the small sample size, the findings allow us to predict the effectiveness of therapy, which may affect survival.

Moving from supported to independent living: what are the barriers and facilitators for individuals with psychosis?

Living independently, as opposed to in sheltered housing or with caregivers, is an important aim in the recovery of individuals with psychosis, but the transition to independence can be challenging. This study aims to investigate how individuals with psychosis move between living arrangements and to identify the barriers and facilitators of moving towards independence. The living arrangements of 1119 individuals with non-affective psychosis from the Genetic Risk and Outcome of Psychosis study were assessed at baseline, at three- and six-year follow-ups and further categorized as either supported (sheltered housing or with parents) or independent (single or with partner/family). We estimated the probabilities of transitioning between the living statuses and investigated the influence of demographic characteristics, symptomatology, cognition, social support, and premorbid social adjustment on transition using Markov chain modelling. The majority of individuals living in supported housing remained there during the six-year follow-up period (~ 60%). The likelihood of moving from supported to independent living was twice as high for participants who were younger, five-to-six times higher for women, twice as high for individuals with better overall cognition, and five times higher for those with a course of low positive symptoms. This study highlights that a large group of individuals with psychosis in supported housing is unlikely to move to independent living. Older men with cognitive impairments and who show continuous severe positive symptoms are the least likely to move living independently. Tailored interventions for these at-risk individuals could increase their chances of moving to independent living.

Effect of Christian Religious Studies Teachers’ Knowledge of Human Development on their Teaching Practices. Influence of Demographic Characteristics.

The study sought to find out the effect of CRS teachers’ knowledge of human development on their knowledge of teaching practices. The influence of their academic qualifications, professional qualifications and teaching experiences on their knowledge of human development and teaching practices were sought. Through the cross-sectional survey design, quantitative data was collected from 23 CRS teachers and 400 students through a questionnaire. Census method was used to involve all teachers whiles the proportionate random sampling was used to select the students. Results from the study showed that CRS teachers have high knowledge of human development and teaching practices. Results of the factorial ANOVA portrayed that CRS teachers’ academic qualifications, professional qualifications and teaching experiences do not simultaneously and individually significantly influence their knowledge of human development (F (16,3,) = 1.412, p = .352, partial ƞ2 = .790) and teaching practices (F (16,3,) = 3.555, p = .063, partial ƞ2 = .905). Simple linear regression results portrayed that teachers’ knowledge of human development lowly explains 6% of the variance in knowledge of teaching practices (F (1, 21) =.109, p= .744, R =.297a, R2= .055, R2 Adjusted = .042) although the effect is not significant. It was recommended that GES should assign only qualified and professional teachers to teach CRS. The assignment of unqualified and non-professional teachers to teach the subject has been a major issue. Again, GES should collaborate with the NaCCA to organise periodic workshops for CRS teachers in the country irrespective of their qualifications and teaching experiences.

Influence of Demographic Characteristics on Dining Out and Food Ordering Behaviour Among Older Persons

Influence of Demographic Characteristics on Dining Out and Food Ordering Behaviour Among Older Persons

Impact of missense TSBP1 variants on the susceptibility to coronary heart disease

BackgroundA genome-wide association study has recognized C6orf10-BTNL2 polymorphism in coronary artery disease. The goal of this study was to explore the potential correlation of nine missense TSBP1 variants with coronary heart disease (CHD) risk in the Chinese Han population. MethodsNine TSBP1 missense single nucleotide polymorphisms (SNPs) were selected for genotyping by the Agena MassARRAY platform. Odds ratios (ORs) with 95% confidence intervals (CIs) were calculated to analyze the contribution of TSBP1 SNPs to CHD predisposition by logistic regression models adjusted by age, sex, drinking, and smoking. The correlation of TSBP1 variants with clinical data in CHD patients was examined by Kruskal-Wallis test. Resultsrs9268368-C (p = 0.039, OR = 1.18, 95 % CI: 1.01–1.38) was related to an increased risk of CHD, while rs3749966-C (p = 0.032, OR = 0.49, 95 % CI: 0.25–0.96) and rs3129941-A (p = 0.011, OR = 0.74, 95 % CI: 0.59–0.93) might be protective factors against CHD occurrence in the Chinese Han population. We also observed the effects of demographic characteristics (age, sex, alcohol consumption, and smoking) and complications (hypertension and diabetes) on the interactive association of TSBP1 polymorphisms with CHD susceptibility. rs139993810 was related to the levels of high-density lipoprotein cholesterol (HDL-C, p = 0.030). ConclusionsOur findings determined the association of TSBP1 rs9268368, rs3749966, and rs3129941 with CHD occurrence in the Chinese Han population, and highlighted the influence of demographic characteristics and complications on the interactive association of TSBP1 polymorphisms with CHD risk.

The Early Childhood Oral Health Impact Scale (ECOHIS): psychometric properties and application on preschoolers.

The concept of oral health related to quality of life involves the impact that oral health has on an individual's well-being. The Early Childhood Oral Health Impact Scale (ECOHIS) was developed to measure the impact of oral health problems on the lives of children and their families. To evaluate the psychometric properties of ECOHIS applied to mothers of preschool children and estimate the influence of demographic characteristics, caries experience, and plaque index on the ECOHIS score. The fit of ECOHIS to the data was assessed by confirmatory analysis. Chi-square for degrees of freedom ratio (χ2/df), Comparative Fit Index (CFI), Tucker-Lewis Index (TLI), and Root Mean Square Error of Approximation (RMSEA) were used. Reliability was estimated by the ordinal coefficients alpha (α) and omega (ω). The factorial invariance was estimated by the difference in CFI (ΔCFI). Comparisons of the ECOHIS mean scores according to the demographic characteristics, caries experience, and plaque index was performed using analysis of variance (ANOVA). A total of 371 children participated in the study. Mothers' mean age was 33.0 (SD = 7.04) years. The ECOHIS presented a good fit to the data (χ2/df = 4.31; CFI = 0.95; TLI = 0.94; RMSEA = 0.09) and a strict model invariance. Children without caries and from higher income class had lower oral health impact. The data obtained with the ECOHIS were valid, reliable, and invariant. Children with caries experience and from lower income families had a greater impact of oral problems.

Vaccine confidence in New Zealand: understanding the influences of demographic characteristics and patient self-advocacy

ABSTRACT Based on uncertainty management theory, this study examined the extent to which demographic factors and patient self-advocacy predict COVID-19 vaccine confidence in New Zealand. Based on a nationally representative sample of 1852 New Zealanders, the results revealed various demographic factors and belief in one’s ability to get vaccinated were significant predictors of vaccine confidence. Additionally, patient self-advocacy was a significant predictor of confidence, with individuals who seek out more information having more confidence and those who are more prone to nonadherence to provider instructions having less confidence. Implications for uncertainty management theory, vaccine confidence, patient self-advocacy, and public communication campaigns during pandemics are discussed.

Personality correlates of social attitudes and social distance.

Previous studies have shown that personality traits (i.e., openness to experience, conscientiousness, and agreeableness) relate to prejudicial attitudes. However, one of the aspects of prejudice is social distance; its association with personality traits was overlooked by previous studies. Therefore, this study examines the connection between the Big Five personality traits and social distance toward certain social groups. Participants from the general population were recruited through leaflets, the institutional webpage, Facebook, and through the project recruitment website and assessed via paper-and-pencil or online form. A total of 214 participants were included (of whom 68.2% were women and the mean age was 32.65, SD = 11.27, range 18-72) who completed the Bogardus Social Distance Scale and the 44-item Big Five Inventory questionnaire. The results showed a relationship between social distance, agreeableness, and openness to experience. Agreeableness seems to lower the social distance toward all studied groups. In comparison, openness to experience seems to lower the social distance towards groups that evoke more polarized attitudes in the majority (e.g., migrants). Furthermore, the influence of demographic characteristics (i.e., age, education level, and gender) is also significant. This study shows that personality is significantly related to social distancing and expression of prejudicial attitudes. In particular, agreeableness and openness to experience have different effects on social distance and attitudes towards different groups. Further implications are discussed.

Determinants of a shift in consumer values towards minimalistic clothing consumption during global crises

The COVID-19 pandemic, as a global crisis, has affected the clothing consumption behaviour of consumers and it might create long-lasting changes in the fashion industry. Such behavioural shifts during global crises should be considered for sustainability-related marketing concepts and the way marketers promote sustainable clothing consumption during and after the crisis. This study explores the determinants of a shift in consumer values towards minimalistic clothing consumption during the COVID-19 pandemic in the under-researched country context of Iran. First, a literature review was conducted on topics including sustainable fashion consumption and the COVID-19 pandemic, the status of sustainable fashion consumption in Iran, as well as the influence of demographic characteristics on sustainable consumption behaviour. Second, a quantitative survey was administered to a sample of Iranian consumers (N = 382). The results reveal a value shift towards more minimalism and sufficiency in clothing consumption during the COVID-19 pandemic in the country context of Iran. Moreover, the findings highlight that age and gender significantly influenced the extent of this shift in values, while surprisingly no significant value shift was found because of employment or income changes. This article makes a unique contribution by exploring the value shifts towards minimalistic clothing consumption during global crises. Furthermore, the results of the study shed some light on consumption behaviour in an under-researched middle eastern area.

The Influence of Demographic Factors and Financial Literature on Students' Investment Perceptions

Several factors influence how these decisions are made in making investment decisions, such as demographic and financial literacy. Financial literacy can provide insight into managing personal finances and give the public about formal financial institutions and financial services. Demographic factors such as age, gender, and education can also influence investment decisions. The purpose of this study was to analyze the influence of demographic characteristics, namely gender, faculty and cumulative achievement index (GPA), and financial literacy, on student investment decisions in the city of Jakarta, Bogor, Depok Tangerang, and Bekasi. We conducted this research by distributing questionnaires through Google forms and social media to active students from all universities in Jakarta, Bogor, Depok, Tangerang, and Bekasi. The number of samples in this study amounted to 130 respondents. The research method uses descriptive statistics, validity, and reliability tests. Then proceed with the classical assumption, normality, heteroscedasticity, and multiple regression analysis tests, namely T-test and F test. The data processing results indicate that gender does not affect student investment decisions while faculty, cumulative achievement index (GPA), and financial literacy significantly influence student investment decisions.

Effects of Demographic Characteristics on Safety Climate and Construction Worker Safety Behavior

Safety climate and safety behavior have been proven to be critical for construction safety. However, few studies have systematically tested the influences of demographic characteristics on construction worker safety, especially in the background of China’s construction industry. There is still a gap in the demographics–safety relationship, which may reduce the relevance and effectiveness of safety measures. This study explored the effects of five demographic factors (gender, age, work experience, education level, and employer size) on two safety indicators (safety climate and construction worker safety behavior). The survey data were collected from Chinese construction workers. The t-test and one-way ANOVA methods were adopted to examine the demographic differences. The results show that all five demographic factors have significant effects on safety climate, while three (age, education level, and employer size) have significant influences on construction worker safety behavior. However, the remaining two demographic factors (gender and work experience) do not show significant effects on construction worker safety behavior. The results remind the safety management personnel to take a pragmatic approach and to formulate safety measures based on the demographic characteristics of different worker sub-groups.

Exploring Desiresand Demographic Influences on Undergraduate Students' Sustainable Entrepreneurship

Objective: The objective of this study is to investigate the factors that motivate undergraduate students in arts and science colleges to start their own firms and examine the impact of various demographic characteristics on their entrepreneurial aspirations in Thoothukudi district. Theoretical Framework: The study aims to understand how undergraduate students from arts and science colleges perceive entrepreneurship and the factors that influence their entrepreneurial desires. Method: The study utilizes primary and secondary data. Primary data is collected through a questionnaire administered to undergraduate students in arts and science colleges in Thoothukudi district. Secondary data is gathered from various sources such as books, newspapers, journals, and websites. The researcher selects 150 sample. Results and Conclusion: The findings indicate that the entrepreneurial desires of college students vary based on gender, problem-solving abilities, resilience in the face of adversity etc., Technical expertise is identified as crucial for establishing a commercially viable and successful business, while problem-solving abilities and resilience are common entrepreneurial objectives among students in arts and science colleges. Implications of the Research: The research highlights the importance of understanding the factors that drive undergraduate student. The findings useful for policymakers, and aspiring entrepreneurs in developing strategies to foster an entrepreneurial mindset and provide necessary support for young entrepreneurs. Originality/Value: This study contributes to the understanding of entrepreneurial aspirations among undergraduate students. It sheds light on the influence of demographic characteristics and provides insights into the motivations and objectives of these students in pursuing entrepreneurship.

Purchasers Attitude Towards Counterfeit Items - A Survey Study of Nagercoil Town in Tamilnadu

Objective: This study aims to examine the proliferation of counterfeit goods, investigate consumer attitudes towards these products, and identify the factors influencing their purchase decisions in the context of Nagercoil city, Tamilnadu, India. Theoretical Framework: The research draws upon theories from previous studies, focusing on understanding the dynamics of counterfeiting in the contemporary consumer market. The theory is built on the relationship between consumers' demographic characteristics and their attitudes and behaviors towards counterfeit goods. Method: The research methodology involves a structured survey conducted with 193 respondents. The collected data was analyzed using SPSS 20.0, and the Chi-Square Test was deployed to determine relationships between demographic characteristics and attitudes towards counterfeit goods. Results and Conclusion: The study found significant differences in customers' perceptions of counterfeits across demographic subgroups. Male consumers were found to be more ethically aligned, while the female segment showed a higher propensity to purchase counterfeits due to influences from friends or previous purchases. Implications of the research: This research exposes the challenges posed by counterfeits, offering critical insights for businesses, regulatory bodies, and consumers. It underscores the need for stringent regulations and awareness initiatives to combat the issue of counterfeiting. Originality/Value: This study adds value by presenting new evidence from a less-studied geographical area and demonstrating the influence of demographic characteristics on attitudes towards counterfeits. It makes a significant contribution to the discourse on counterfeits and consumer behavior.

Knowledge, attitudes and biosecurity practices among the small-scale dairy farmers in Sylhet district, Bangladesh.

In the context of zoonosis, Bangladesh's small-scale dairying is yet to frame satisfactory levels due to poor biosecurity practices. This study intended to reveal the degree of knowledge, attitudes and biosecurity practices among Sylhet district, Bangladesh's small-scale dairy farmers. We also focused on the association between biosecurity practices and the incidence of non-specific enteritis in humans. A questionnaire-based survey was conducted on the farmers' KAP via personal interviews of 15 farmers from the randomly selected fifteen small-scale dairy farms. The questionnaire was developed with 6 questions for knowledge, 6 questions for attitude and 12 questions for the practice of biosecurity measures. Alongside that, data on the number of non-specific enteritis cases experienced by the farmers or their family members were also recorded. Spearman correlation was used to find out the correlation among KAP variables and between practice scores and non-specific enteritis incidences. We found an insignificant (p>0.05) influence of demographic characteristics over knowledge, attitude and biosecurity practices. Significant (p<0.05) and strong correlations were found in knowledge-attitude (r=0.65), knowledge-practice (r=0.71) and attitude-practice (r=0.64). Incidences of non-specific enteritis and biosecurity measures' practice were also strongly correlated (r=-0.9232) and statistically significant (p<0.05). Our study suggests that increasing knowledge and developing a good attitude are necessary to increase the adaptation of biosecurity measures as three of these factors are correlated. Moreover, farm biosecurity measures are closely related to human health.

Pelvic floor dysfunction and electrophysiology in postpartum women at 6-8weeks.

Objective: To investigate the incidence of pelvic floor dysfunction (PFD) and electrophysiological indicators in postpartum women at 6-8weeks and explore the influence of demographic characteristics and obstetric factors. Methods: A survey questionnaire collected information about the conditions of women during their pregnancy and puerperal period and their demographic characteristics; pelvic organ prolapse quantitation (POP-Q) and pelvic floor muscle electrophysiology (EP) examination were conducted in postpartum women at 6-8weeks. Results: Vaginal delivery was a risk factor for anterior pelvic organ prolapse (POP) (OR 7.850, 95% confidence interval (CI) 5.804-10.617), posterior POP (OR 5.990, 95% CI 3.953-9.077), anterior and posterior stage II POP (OR 6.636, 95% CI 3.662-15.919), and postpartum urinary incontinence (UI) (OR 6.046, 95% CI 3.894-9.387); parity was a risk factor for anterior POP (OR 1.397,95% CI 0.889-2.198) and anterior and posterior stage II POP (OR 4.162, 95% CI 2.125-8.152); age was a risk factor for anterior POP (OR 1.056, 95% CI 1.007-1.108) and postpartum UI (OR 1.066, 95% CI 1.014-1.120); body mass index (BMI) was a risk factor for postpartum UI (OR 1.117, 95% CI 1.060-1.177); fetal birth weight was a risk factor for posterior POP (OR 1.465, 95% CI 1.041-2.062); and the frequency of pregnancy loss was a risk factor for apical POP (OR 1.853, 95% CI 1.060-3.237). Conclusion: Pelvic floor muscle EP is a sensitive index of early pelvic floor injury. The changes in muscle strength and fatigue degree coexist in different types of postpartum PFD, and each has its own characteristics.

Racial, Lifestyle, and Healthcare Contributors to Perceived Cancer Risk among Physically Active Adolescent and Young Adult Women Aged 18-39 Years.

The cancer incidence among adolescents and young adults (AYAs) has significantly increased in recent years, but there is limited information about the factors that influence the perceived cancer risk among AYAs. A cross-sectional, web-based survey of 281 physically active Black and White AYA women was administered to assess the influences of demographic characteristics, family history of cancer, cancer risk factor knowledge, and lifestyle-related risk and protective behaviors on perceived cancer risk. Linear regression analyses were performed in SAS version 9.4. Self-reported Black race (β = -0.62, 95% CI: -1.07, -0.17) and routine doctor visits (β = -0.62, 95% CI: -1.18, -0.07) were related to a lower perceived cancer risk. Family history of cancer (β = 0.56, 95% CI: 0.13, 0.99), cancer risk factor knowledge (β = 0.11, 95% CI: 0.03, 0.19), and current smoking status (β = 0.80, 95% CI: 0.20, 1.40) were related to a higher perceived cancer risk. Perceptions of cancer risk varied among this sample of physically active, AYA women. Lower perceptions of cancer risk among Black AYA women demonstrate a need for culturally tailored cancer educational information that presents objective data on lifetime cancer risk. Reportedly higher perceptions of cancer risk among AYA smokers presents an ideal opportunity to promote smoking cessation interventions. Future interventions to address cancer risk perception profiles among physically active, AYA women should tailor approaches that are inclusive of these unique characteristics.

Subjective wellbeing of preschool children.

The aim of the present study was to evaluate the psychometric properties of the Autoquestionnaire Qualité de Vie Enfant Imagé (AUQEI) in pre-school children and estimate the influence of demographic characteristics on their subjective wellbeing. Construct validity was estimated using confirmatory analysis and the chi-square per degrees of freedom ratio (χ2/df), Comparative Fit Index (CFI), Tucker-Lewis Index (TLI), and Root Mean Square Error of Approximation (RMSEA). Reliability was assessed by the ordinal alpha (α) and omega (ω) coefficients and the factorial invariance by the difference in CFI (ΔCFI). Mean scores for each AUQEI item and the general score were calculated. A total of 443 Preschool children enrolled in public education institutions participated. The original 4-factor AUQEI model showed collinearity between factors and a high correlation between two items. A single factor model was tested, presenting adequate fit to the data (χ2/df = 4.47; CFI = 0.98; TLI = 0.98; RMSEA = 0.08; α = 0.98; ω = 0.93; UniCo > 0.95, EVC > 0.85, and MIREAL < 0.30) and strict model invariance (ΔCFI < 0.01). The AUQEI model proved to be valid in relation to the external variables. Most children (76.7%) had positive subjective wellbeing. Higher scores were observed for items concerning recreation, holidays, and birthdays, and lower scores for those referring to hospitalization, medication, medical consultation, and being away from the family. The relationship between the demographic characteristics of the child or his/her mother and subjective wellbeing was not significant (p > 0.05). The assessment of subjective wellbeing with the single-factor AUQEI model provided valid, reliable, and invariant. Thus, being a relevant and interesting instrument to assess wellbeing in young children.

BUILDING A LOYAL FOLLOWING: A LEGAL PERSPECTIVE ON CONVERTING VIEWERS TO FANS THROUGH INTERACTIVE BOOK STREAMING ON DOUYIN

In this research, the objective is to collect a large amount of live streaming data over a long period of time, to argue the micro problems of live streaming e-commerce environment (live streaming book selling e-commerce) with big data, how to efficiently interact with viewers to convert live streaming traffic into subscribers, to discuss the moderating effect of the number of live interactions between live streaming traffic (viewership) and the number of new subscribers, and to discuss the influence of demographic characteristics (gender, age, geographic regions) of viewers as control variables. This research applied Python data crawling, and took into account 1,664 live streaming events from the top ten book publisher accounts in China from January 1 to June 30, 2022, and 52,788,900 live comments, and conducted a statistical analysis of the data to discuss the research hypotheses. The research results that anchors should cater to the reviewers and interact with them according to their psychological needs in a timely manner. In addition, anchors should appropriately guide interactions at live streaming events, control the pace of the live streaming events, allocate a reasonable amount of time to demonstrate the products, answer to questions raised by viewers and guide them to subscribe their live streaming accounts. The value is an attempt to explain the cause-and-effect in social science with big data, thus to offer experience for live streaming e-commerce companies to improve their marketing performance.