Behavioural Economics in Live Streaming Commerce

Proceedings of The 5th International Conference on Research in Humanities and Social Sciences

Year: 2021


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Behavioural Economics in Live Streaming Commerce

Rui Deng



This article introduces the basic concepts of behavioural economics from five aspects, including Prospect theory; framing effects; status quo bias; paradox of choice; The Intrinsic motivation. It also analyses the behavioural economics and the five concepts in the live streaming business Performance. Finally, three suggestions are put forward: (1) Improve Consumers’ Perception of Service Quality; (2) Improve Perception of Product Quality; (3) Focus on Platform Experience and Reputation; (4) Strengthen Supervision and Management to Protect the Rights and Interests of Consumers.

keywords: Behavioural economics; Live streaming commerce; Prospect theory; Framing effects; Status quo bias; Paradox of choice; Intrinsic motivation.