Research on Consumer Irrational Consumption Behavior in Live Streaming

In recent years, online shopping has become an emerging way of shopping, giving rise to forms such as live streaming sales. Live streaming e-commerce is essentially a new form of online consumption that combines live streaming and e-commerce, achieving two-way interaction between hosts and consumers through multiple platforms. Live streaming sales is primarily focused on selling products, with the aim of helping businesses expand their sales channels and achieve higher profits. The popularity of 5G networks has made high-definition live streaming the norm, while the intelligent development of mobile terminals has significantly lowered the threshold for live streaming participation. Lightweight electronic devices and fully covered networks greatly enhance consumers’ flexibility in using the internet, making their consumption patterns no longer limited by time and space. Consumers can use fragmented time to watch live broadcasts, complete payments, and other operations anytime, anywhere. In additionally, through live streaming platforms, businesses and platforms can not mere achieve rapidly capital flow and monetization, but also effectively save operational cost. However, consumers are likely carry out some irrational consumption during live streaming. The reasons behind the behaviors are worth of deeply considering.