Author(s)

Chenxuan Wang

Corresponding Author

Chenxuan Wang

Abstract

As the online streaming and short video industry thrives, the business practices within are quickly developing. To increase their sales, numerous techniques to change the audiences’ emotional state are applied. In our study, we focus on the effect of emotions (anxiety; reciprocity; sympathy) provoked by these live rooms on consumers’ purchasing behaviors. We recruited 117 participants, including 67 females and 48 males, aged between 18 and 50 years, through online questionnaires. By comparing their performance, we concluded that the anxiety and sympathy atmosphere in live streaming rooms can influence people's desire to buy, while reciprocity atmosphere does not elicit a significant change. Additionally, there is a notable gender difference: females show a higher buying propensity than males after exposure to live streaming rooms. However, males do not exhibit a significant change in buying behavior after such exposure. The methods used in this study are not comprehensive; further research should consider additional factors to create a more realistic environment.

Keywords

Social media, Emotion, Behavioral economics