Based on Consumer Psychology to Explore a New Online Marketing Model: Live Streaming E-Commerce

Yatong Jin

2025

Abstract

With online shopping gradually becoming the main shopping method for consumers, real-time e-commerce has emerged as an emerging marketing model and developed rapidly. This article explores how real-time e-commerce affects consumers' decision-making process and purchasing behavior from the perspective of consumer psychology. By analyzing relevant theories and cases, this article reveals that e-commerce models such as real-time live streaming have to some extent promoted consumption, but also brought negative problems such as impulsive consumption by consumers, false advertising by merchants, serious homogenization of marketing content, and insufficient innovation. Therefore, this article proposes the following suggestions. Relevant departments should pay attention to strengthening quality supervision, encouraging product innovation, and guiding consumers to consume rationally, to promote the sustainable development of the real-time e-commerce industry. Finally, the article suggests that future research can focus on the characteristics of new online marketing models and their relationship with consumer psychology, to further deepen the understanding and exploration of this field.

Paper Citation

in Harvard Style

Jin Y. (2025). Based on Consumer Psychology to Explore a New Online Marketing Model: Live Streaming E-Commerce. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 454-459. DOI: 10.5220/0014129900004942

in Bibtex Style

@conference{apmm25,
author={Yatong Jin},
title={Based on Consumer Psychology to Explore a New Online Marketing Model: Live Streaming E-Commerce},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={454-459},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014129900004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - Based on Consumer Psychology to Explore a New Online Marketing Model: Live Streaming E-Commerce
SN - 978-989-758-791-7
AU - Jin Y.
PY - 2025
SP - 454
EP - 459
DO - 10.5220/0014129900004942
PB - SciTePress