E-commerce Live Streaming Marketing and Consumer Psychology: The E.B.K Model and the “JD-fresh & Douyu” Marketing Case

Research Article
Open access

E-commerce Live Streaming Marketing and Consumer Psychology: The E.B.K Model and the “JD-fresh & Douyu” Marketing Case

Diyue Qi 1*
  • 1 East China Normal University    
  • *corresponding author 2019790667@qq.com
Published on 13 September 2023 | https://doi.org/10.54254/2754-1169/25/20230532
AEMPS Vol.25
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-915371-93-5
ISBN (Online): 978-1-915371-94-2

Abstract

2016 has been known as the “year of China’s online live streaming,” the live streaming market entered a period of explosive growth. Online live streaming presents enormous marketing opportunities and releases consumer potential. This study constructs a consumer psychology-behavior model for online marketing based on the E.B.K. (Engel) model, which includes four stages: information input, information processing, decision-making, and external influence. The study focuses on the interaction between consumer psychology and online marketing strategies in the context of live streaming, and analyzes the mutual dynamics between consumer psychology and online marketing strategies, using the specific case of the “JD-Fresh & Douyu 6.18” marketing campaign in 2016. On the one hand, online marketing strategies influence consumer psychology through virtual interactions, which in turn affects consumer behavior. On the other hand, consumer evaluations and feedback after purchase further affect the adjustment and improvement of the online live streaming marketing environment. This case study demonstrates the feasibility of the model and provides new ideas for brand marketing and promotion strategies in future online live streaming.

Keywords:

E.B.K. Model, online marketing, consumer psychology, interactive relationship

Qi,D. (2023). E-commerce Live Streaming Marketing and Consumer Psychology: The E.B.K Model and the “JD-fresh & Douyu” Marketing Case. Advances in Economics, Management and Political Sciences,25,378-384.
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References

[1]. Mei Fangfang. Research on consumer purchase decision-making psychological model [J]. Times Education (Education and Teaching Edition), 2010(02): 264.

[2]. Xu He, Qu Hongjian, Cai Jianzhong. The Influence of Online Live Streaming on Clothing Consumers’ Purchase Intention. Journal of Beijing Institute of Fashion Technology (Natural Science Edition), 2020, 40(02): 88-94. DOI: 10.16454/j.cnki.issn.1001-0564.2020.02.013.

[3]. Liu Jia, Zou Yunjie, Liu Zexi. Analysis of Factors Influencing Consumers’ Purchase Intention in E-Commerce Live Streaming Based on SEM Model. Statistics and Decision-making, 2021, 37(07): 94-97. DOI: 10.13546/j.cnki.tjyjc.2021.07.019.

[4]. Apiradee Wongkitrungrueng, Nassim Dehouche & Nuttapol Assarut (2020) Live streaming commerce from the sellers’ perspective: implications for online relationship marketing, Journal of Marketing Management, 36:5-6, 488-518, DOI: 10.1080/0267257X.2020.1748895.

[5]. Jurnal Informatika Universitas Pamulang Penerbit: Program Studi Teknik Informatika Universitas Pamulang Vol. 5, No. 2, Juni 2020 (100-110) ISSN: 2541-1004 e-ISSN: 2622-4615 10.32493/informatika.v5i2.4946.

[6]. Ji Man, Zhuo Xiangzhi. Factors influencing consumer purchase intention in e-commerce live streaming environment based on SOR model[J]. Journal of Huaibei Normal University (Philosophy and Social Sciences Edition), 2020, 41(04): 49-57.

[7]. Liu Fengjun, Meng Lu, Chen Siyun, et al. (2020). The Influence of Internet Celebrity Livestreaming on Consumer Purchase Intention and Its Mechanism. Management Review, 17(01), 94-104.

[8]. Li Nannan. Research on E-commerce Marketing Strategies Based on Online Live Broadcasting Platforms [D]. Kaifeng: Henan University, 2017.

[9]. Liang Lipeng. Research on Online Live Streaming Marketing Strategies for Small and Medium-sized Enterprises in China [D]. Beijing: Beijing University of Posts and Telecommunications, 2018.

[10]. James Engel,David Kollat,Roger Blackwell. consumer behavior. 1968.

Cite this article

Qi,D. (2023). E-commerce Live Streaming Marketing and Consumer Psychology: The E.B.K Model and the “JD-fresh & Douyu” Marketing Case. Advances in Economics, Management and Political Sciences,25,378-384.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 2023 International Conference on Management Research and Economic Development

ISBN：978-1-915371-93-5(Print) / 978-1-915371-94-2(Online)
Editor：Canh Thien Dang, Javier Cifuentes-Faura
Conference website: https://2023.icmred.org/
Conference date: 28 April 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.25
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Mei Fangfang. Research on consumer purchase decision-making psychological model [J]. Times Education (Education and Teaching Edition), 2010(02): 264.

[2]. Xu He, Qu Hongjian, Cai Jianzhong. The Influence of Online Live Streaming on Clothing Consumers’ Purchase Intention. Journal of Beijing Institute of Fashion Technology (Natural Science Edition), 2020, 40(02): 88-94. DOI: 10.16454/j.cnki.issn.1001-0564.2020.02.013.

[3]. Liu Jia, Zou Yunjie, Liu Zexi. Analysis of Factors Influencing Consumers’ Purchase Intention in E-Commerce Live Streaming Based on SEM Model. Statistics and Decision-making, 2021, 37(07): 94-97. DOI: 10.13546/j.cnki.tjyjc.2021.07.019.

[4]. Apiradee Wongkitrungrueng, Nassim Dehouche & Nuttapol Assarut (2020) Live streaming commerce from the sellers’ perspective: implications for online relationship marketing, Journal of Marketing Management, 36:5-6, 488-518, DOI: 10.1080/0267257X.2020.1748895.

[5]. Jurnal Informatika Universitas Pamulang Penerbit: Program Studi Teknik Informatika Universitas Pamulang Vol. 5, No. 2, Juni 2020 (100-110) ISSN: 2541-1004 e-ISSN: 2622-4615 10.32493/informatika.v5i2.4946.

[6]. Ji Man, Zhuo Xiangzhi. Factors influencing consumer purchase intention in e-commerce live streaming environment based on SOR model[J]. Journal of Huaibei Normal University (Philosophy and Social Sciences Edition), 2020, 41(04): 49-57.

[7]. Liu Fengjun, Meng Lu, Chen Siyun, et al. (2020). The Influence of Internet Celebrity Livestreaming on Consumer Purchase Intention and Its Mechanism. Management Review, 17(01), 94-104.

[8]. Li Nannan. Research on E-commerce Marketing Strategies Based on Online Live Broadcasting Platforms [D]. Kaifeng: Henan University, 2017.

[9]. Liang Lipeng. Research on Online Live Streaming Marketing Strategies for Small and Medium-sized Enterprises in China [D]. Beijing: Beijing University of Posts and Telecommunications, 2018.

[10]. James Engel,David Kollat,Roger Blackwell. consumer behavior. 1968.

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