East Buy, innovation, live streaming, consumers willingness
Abstract
With the rapid development of the Internet and the popularization of social media, live streaming with goods has become a new type of business model, playing an increasingly important role. In the post-epidemic era, e-commerce live banding has become an important way for consumers to shop, and the number of people who watch the live broadcast is increasing, and the mode of live banding is constantly being innovated. The New Oriental Education and Technology Group through the opening of the East Buy of the successful transformation of the live room and bilingual live with goods a hit, with “knowledge and product” has become a strong force in the e-commerce session. However, East Buy has also exposed some problems behind its rapid development. Based on the above background, this study used questionnaires, interviews, and social media analysis to investigate the impact of the innovation of the live-streaming bandwagon model on consumers’ willingness to consume. The study found that knowledge-based anchors and a good cultural atmosphere in the live broadcast room have a positive image on consumers’ purchase intention. Products and their quality play a key role in the process of consumer consumption. In conclusion, the study presents recommendations and an outlook for the prospective evolution of East Buy.
