Proceedings of The 5th International Conference on Research in Humanities and Social Sciences
Behavioural Economics in Live Streaming Commerce
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.