Research on Influencing Factors of Purchase Decisions of Working-Class Consumer Groups in New First-Tier Cities in Live Streaming E-commerce for Mukbang

Abstract

With the development of the Internet and short-video platforms, mukbang for product sales has emerged as a new form of e-commerce marketing. This study focuses on the working population in new first - tier cities, and hypothesizes that the five dimensions—anchor image, anchor personality, live broadcast room style, product display method, and user psychological drive, as well as their subordinate sub - dimensions, may influence the purchase decisions of working consumers in new first-tier cities in mukbang live streaming commerce. This study conducts descriptive statistical analysis and correlation analysis on questionnaire data through a survey, and concludes that all five dimensions influence the purchase decisions of the research group in live streaming e-commerce for mukbang, yet with varying degrees of impact. This study analyzes the consumption behaviors and characteristics of office workers in new first-tier cities in live streaming e-commerce for mukbang. This study helps consumers correctly understand their consumption behaviors and develop rational consumption concepts. Meanwhile, it assists enterprises in optimizing product services and refining marketing strategies.