The explosion of “brainwashing” live broadcast: A study of user purchasing behavior under the mechanism of irrational advertising

Abstract

This study aims to explore how irrational advertising factors such as emotional arousal and brainwashing marketing affect users’ purchasing behavior and their specific psychological mechanisms in the live e-commerce environment. Through the review of the current research status of e-commerce live broadcast, we find that the social credibility of the broadcast room has a significant impact on consumers’ purchase intention, and the bizarre “script” plot may lead to user loss. In addition, the increase of the number of similar broadcast rooms will reduce the irrational consumption degree of consumers, and the vivid color of broadcast rooms does not significantly affect the purchase intention of consumers. The research adopted the questionnaire survey method, collected and analyzed 106 valid questionnaire data, and the results showed that the higher the social credibility of anchors, the easier consumers to buy. The research conclusions have important reference value for short video platforms and relevant departments to build a healthy live e-commerce consumption ecology. 62-73 The explosion of brainwashing live broadcast A study of user purchasing behavior under the mechanism of irrational advertising 下载 Pages: 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Share this: Share on X (Opens in new window) X Share on Facebook (Opens in new window) Facebook