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As the market of online shopping continues to expand, people's requirements for online shopping become higher; The general introduction of goods on web pages has been unable to satisfy consumers. Therefore, the birth of live selling allows consumers to immediately see the physical goods to decide whether to buy. Consumers' psychology and behavior patterns play an important role in live stream commerceof goods, which can promote the sales of goods under the interaction with the sales models of merchants. Through case study, qualitative analysis and document review, this paper studies three important subjects of live stream commerceing: consumers, anchors and merchants. It is found that merchants and broadcasters will use consumers' psychological factors and behavior patterns to achieve sales. Consumers complete consumption under the influence of their own consumption intention and value perception; Anchors complete their sales tasks by establishing trust with consumers and setting off the tense atmosphere in the live stream commerce room. In light of the analysis of consumer psychology and behavior, merchants train anchors to improve the sales mechanism and increase sales.
Yanjin He (Thu,) studied this question.