Influence Of Short Video Live Broadcast On Network User Behavior And Sales—From Meta-Analysis, Experimental Analysis To Empirical Analysis

Abstract

Background: There are more than 1 billion users of short video media in China, and enterprises have long recognized that the influence of short video media has strong marketing achievements, such as short video community and information sharing platform participating in sales. Many enterprises have established active short video media so that they can directly interact with their customers. Among them, the content of webcasting can also stimulate and influence users' participation (like, comment or share) and users' stickiness (collection and attention).

Research purposes and methods: In order to explore the underlying logical relationship between "media-content-goods-users-sales", firstly, it is necessary to find out the influence mechanism of short video live broadcast on network users' participation and sales. Therefore, in the first experiment, we conducted a meta-analysis on a large number of researches on webcasting media and short video media, and analyzed their differences along the content differences, background (industry, presentation, life cycle, demand and platform) and characteristics of webcasting media. Secondly, it is necessary for us to find out the differences in the influence of the level of webcasting and the behavior of network users (participation behavior and sticky behavior) on the sales level. Therefore, in Experiment 2, based on the data of 802 live events in Tik Tok, the internal relationship between the degree of webcasting and the degree of commodity sales was analyzed. Thirdly, it is necessary for us to understand the mechanism of the influence of webcasting marketing on consumer decision-making. Therefore, in Experiment 3, the psychological mechanism of webcasting affecting purchase intention was verified by structural equation model, and the adoption intention of webcasting users was determined and verified by three factors-webcasting, participation behavior and sticky behavior.

Research results: This paper makes a comprehensive and in-depth analysis and verification through three experiments. The result of Experiment 1 supports some existing viewpoints, for example, webcasting media can promote the sales of new products more effectively, but it highlights some new insights. The webcasting media mainly promotes the sales of goods and hardly affects the stickiness of users. The average citation of webcasting media stickiness is 0.137, and the sales citation is 0.353. In addition, the research results also put forward a better way to adjust the content of webcasting media to meet the communication target. Experiment 2 found that it has a higher degree of webcasting (β1=.715, P < .01; β2=-.090, p<0.01) more effectively produces the degree of commodity sales, and further verifies the potential moderating effects of two kinds of user behaviors: user participation behavior and user stickiness behavior. Experiment 3 verified that webcasting (b = 0.247, t=3.317, p< 0.05) directly and significantly affected the degree of online sales, while the behavior of online users (participation of live users and live fans) adjusted the degree of online sales to a certain extent, which indirectly affected the degree of online goods sales.

Research conclusion: With the rapid development of short video media today, enterprises can realize the online sales of goods more efficiently through a powerful short video live media based on media content and media users, and further realize the balanced operation between network users and fan users in a healthy and orderly manner.

Keywords: Webcast, Meta-analysis, User behavior, Social media sales, Field experiment

DOI: 10.7176/NMMC/104-13

Publication date: August 31^st 2023