Research on Consumer Psychological Characteristics of E-commerce Live Streaming Platform

With the rapid development of Internet technology, e-commerce live streaming platforms have become a new channel for consumers to shop. The characteristics of e-commerce live streaming are its unique interactivity, personalized recommendation, real-time marketing, socialization, intuition amongst others, which make e-commerce live streaming a much more efficient, attractive and richer shopping method. The mode of "live streaming e-commerce" has formed a new marketing paradigm in which consumers shopping behaviours transform from cognitive to emotive, and the establishment of consumer psychological contract has played a significant role in the purchasing process. It is important to analyse the psychological characteristics of consumers shopping on live streaming platform for businesses to better promote their brand and products or services effectively, improve consumer satisfaction and optimize product development.