The Marketing Ideas and Strategies of Live Broadcast Delivery Based on Consumer Psychology

DOI

10.2991/978-94-6239-801-6_130How to use a DOI?

Keywords

Live Streaming e-Commerce; Consumer Psychology; Scarcity Marketing; Trust Mechanism; Impulsive Buying

Abstract

Live broadcast e-commerce has developed rapidly, which has also attracted the attention of many researchers. However, most studies do not fully consider the psychology of consumers. This paper analyzes three marketing methods commonly used in live broadcasting: scarcity marketing, authority marketing and interactive marketing, and explains the psychological mechanism behind them, such as scarcity effect, loss aversion and trust transfer. Based on these analyses, this paper finds three main problems: poor product quality makes consumers lose trust; Impulsive buying and regret lead to high return rate. Additionally, all the live rooms look the same, boring consumers. To solve these problems, this paper puts forward three suggestions: first, the anchor should show the production process of the product, so as to build trust. Second, slow down the pace and explain the product in detail so that consumers will not regret buying it. Third, let the audience choose different viewing angles, and everyone can watch the live broadcast in their own way. These suggestions aim to help the live streaming industry focus more on long-term relationships with consumers instead of just quick sales.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Shuxin Zhang
PY  - 2026
DA  - 2026/10/23
TI  - The Marketing Ideas and Strategies of Live Broadcast Delivery Based on Consumer Psychology
BT  - Proceedings of the 2026 2nd International Conference on Financial Innovation and Marketing Management (FIMM 2026)
PB  - Atlantis Press
SP  - 1255
EP  - 1263
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-801-6_130
DO  - 10.2991/978-94-6239-801-6_130
ID  - Zhang2026
ER  -