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A Study on the Influence Factors of Consumer Shopping through Live Streaming Based on the Kano Model

In: Proceedings of the 5th International Conference on Economic Management and Big Data Application (ICEMBDA 2024)

Author

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  • Zheng Liu

    (Tianjin Binhai Automotive Engineering Vocational College)

Abstract

With the development of the Internet, live streaming has gradually become a new type of shopping form, which has had a significant impact on consumer's shopping behavior. This study aims to explore the influencing factors of consumer shopping through live streaming, mainly using the qualitative analysis of the Kano model to determine the key elements. By analyzing the Better and Worse coefficients, it is possible to prioritize the functions or needs that can significantly enhance user satisfaction, while avoiding those that may cause a significant decline in user satisfaction. Then, a Better-Worse matrix is constructed to more accurately determine the influencing factors and their ranking.

Suggested Citation

  • Zheng Liu, 2024. "A Study on the Influence Factors of Consumer Shopping through Live Streaming Based on the Kano Model," Advances in Economics, Business and Management Research, in: Kun Zhang & Hang Luo & Tang Yao & Hongbo Li (ed.), Proceedings of the 5th International Conference on Economic Management and Big Data Application (ICEMBDA 2024), pages 38-44, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-638-3_6
    DOI: 10.2991/978-94-6463-638-3_6
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