Research of Live Stream Marketing Strategies

• Main Authors: LO,CHIN-YU, 羅沁榆
• Other Authors: YANG,YA-TANG
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/57g4c4

碩士 === 致理科技大學 === 企業管理系服務業經營管理碩士班(含碩士在職專班) === 107 === With the advancement of technology, the growing popularity of social media platforms and smart devices have changed the behavior of consumers in recent years. The rise of emerging media has created a wave of live webcasts. The live broadcast has expanded to e-commerce. Many business hope to create better benefits through live broadcasts. What is the charm of webcasting and makes consumers chase after? How do merchants Can you achieve high performance through online live sales? In the past academic research, in addition to the continuous increase in related newspapers and magazines and webpage information, there is rarely research related to subsequent updates. This study aims to use quantitative research methods to understand how marketing strategies affect consumers' behavior when purchasing goods online, and provide research results to online broadcasters as a reference for marketing strategies. This study builds a marketing strategy based on the literature 7P and purchase intentions a total of 47 questions. The convenience sampling method was used to study the consumers who had purchased live Internet products in Taipei. The questionnaires were distributed through paper and Google Forms questionnaires. After the recovery, the effective questionnaire was 402. Using SPSS 24.0 statistical software as a data analysis tool, using narrative statistics, reliability analysis and independent sample T-test and one-way ANOVA analysis, analysis of different demographic variables on the network live marketing strategy and purchase behavior differences, explore what is Consumers pay attention to the purchase of goods through the Internet. The study empirical results show that: 1.in product strategy, consumers pay most attention to the good brand image of the product;2. pay attention to the way of pricing online live products in the price strategy;3.paying attention to payment in the channel strategy. The way is to have cash on delivery; 4.the promotion strategy, the most important factor is the broadcast time of the live broadcast sales;5. the personnel strategy, the most influential factor is that the live broadcast can explain the product in detail; 6.the physical environment strategy, the most important thing in sales is the interaction with the live broadcast;7. the consumer pays the most attention in the process strategy refused mechanism. Finally, suggestions for researching online live sales are proposed.