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Due to the rapid development of network technology and the popularity of live-streaming, more and more businesses and individuals are using live-streaming to promote their products, giving rise to a new marketing model of social media live-streaming. Based on the social media live-streaming market, businesses or enterprises focus on tapping into new consumer demand, and social media live-streaming marketing has gradually expanded into various fields. Based on the SOR theory, this paper discusses how to improve the coping strategies of consumer purchasing behavior through social media live-streaming by analyzing the representative factors affecting consumer purchasing behavior such as anchors, brands, and live-streaming content in social media live-streaming. The results of this study will contribute to a better understanding of the relationship between social media live-streaming marketing models and consumer purchasing behavior and will help to reveal the potentials and limitations of social media live-streaming, thus providing valuable ideas and scientific basis for social media live-streaming marketing strategies.
Ding et al. (Wed,) studied this question.