E-commerce Live Streaming: Evaluation of Elderly Consumer Behavior and Willingness
Keywords:
Consumer Behaviour, Consumption Intention, Social MediaAbstract
E-commerce live streaming has become an important way for the elderly to shop. Studying the relationship between e-commerce live streaming and the elderly can help us better understand their consumption behaviour and willingness to consume, providing a basis for optimizing e-commerce live streaming and expanding the elderly consumption market. We found that e-commerce live streaming has a positive impact on the consumption willingness of the elderly. Live streaming sales allow the elderly to experience the fun of shopping and meet their shopping needs, thereby increasing their consumption willingness. In addition, e-commerce live streaming also stimulates the consumption desire of the elderly through various promotional activities and sales tactics, further increasing their consumption willingness. This study aims to observe the relationship between e-commerce live streaming and the elderly from the perspective of consumer behaviorology, further understanding how e-commerce live streaming affects the consumption behaviour and willingness of the elderly. Foreign research in this area started earlier and has more abundant theoretical research. However, research in our country is relatively late and focuses more on practical research. By collecting data on the consumption capacity of the elderly, analysing the impact of e-commerce live streaming on their consumption behaviour and willingness, evaluating their online shopping consumption willingness and ability, and how it changes the lives of middle-aged and elderly people, it provides reference value for expanding the purchasing power of the silver market and boosting domestic demand.