The Negative Impact of Live Streaming Commerce on Consumer Decision Making

With the development of the Internet, online shopping has become a part of people's daily lives, and new marketing strategies appear. This paper first analyzes the current mainstream online marketing strategies, namely short video, pictures-and-words, and live streaming. Then, this paper focuses on the factors affecting consumer decision-making, typically in live streaming marketing. Further, the paper discusses the negative impacts of live streaming on consumers, such as inducing consumption and concealing important information about the goods, which lead to impulsive spending. One of the main concerns is the current marketing tactics in live streaming which negatively affect the health of the youth, especially the sales related to games during live streaming with a gambling nature. The negative impacts are resulted from the failure of platforms in regulating the content of live streaming, as well as a lack of comprehensive cyber laws. It is recommended that platforms should strengthen the regulation of live streaming, increase the protection of teenagers and improve the quality of live streamers.