An Analysis of the Consumption Psychology and Behaviors of Consumers on E-commerce Live-Streaming Platforms Through Questionnaire

In recent years, with the trend of economic globalization and the development of Internet live broadcasting platforms, live-streaming for product sales has gradually shifted from being a commercial endeavor to one that is more accessible to the general populace, which not only expanded markets but also enhanced the competitions among live hosts. Thus how to create one's personal brand has become an effective and direct means. This study will analyze the connection and the derived issues between the live hosts and consumers through questionnaire, and explore the thinking of consumers and the results of social phenomenon through data and pictures, to discover that consumers will lose trust and doubt the qualities of products due to the improper behavior of the live hosts. This study discovered that consumers prefer to choose the online shopping consumption patterns which involve the explanations of live hosts and give preference to the products which can satisfy their needs and represented by live hosts who have public credibility