Watch and purchase: Analysis on Online Informercial

Abstract

With the development of the Internet and the emergence of the epidemic, the importance of online shopping has gradually increased. In order to attract consumers, the propaganda methods of businesses have gradually become diversified. Among them, the online informercial became popular in the past year. From an empirical point of view, this article focuses on the characteristics of people watching live broadcasts and the factors that affect consumers' purchasing decisions, combining the consumer decision-making model and the empirical research of the predecessors. A questionnaire was designed and disseminated through the Internet. In the end, 161 people completed the first part and 49 of them completed the second part. All data have been analyzed with R studio. The following conclusions are drawn: consumers’ decision-making is positively influenced by the three channels “Knowledge”, “Emotion”, and “Fame of Kol”, among which the direct variables “Information” and “History” positively influence decision-making through “Knowledge”. “Information”, “Quality and low price”, and “History” positively influence decision-making through “Emotion”. “Fame” positively influences decision-making through “Fame of Kol”. At the end of the thesis, based on the conclusions, suggestions are made for online companies, live broadcast platforms to increase consumer purchases, and the deficiencies of this article are summarized.