- 期刊
Research on Consumer Interaction Behavior in Online Live Broadcast Marketing -- Based on the Perspective of Prospect Theory
摘要
In order to explore the evolution mechanism of the influence of online celebrities on commodity price reductions on consumers participating in interactive behavior by sending bullet screens in online celebrity live marketing, the prospect theory is introduced into the evolutionary game process to simulate the energy, time and opportunity cost of consumers participating in interaction. The impact of different parameters such as the operating cost of Internet celebrities when they cut their prices, and the influence of Internet celebrities' price cuts to seize market share on the evolutionary results. The research results show that when the initial selection probability of gaming celebrity and consumers, the opportunity cost of consumer participation in interaction, perceived benefits and operating costs after the celebrity price cuts, and market share gains and other parameters change around the threshold, they can change the influence of celebrity and The evolutionary tendency and stability of consumer strategy provide reference and reference for the management practice of e-commerce live broadcast platform inducing consumers to participate in interaction.