E-Commerce Live Streaming on Social Media: An Evaluation of Its Impact on the Consumption Behaviour and Willingness of the Elderly
Ph.D candidate, Business and Management, UCSI University, KUALA LUMPUR, Malaysia, 5600, Assistant Professor,Business Administration, Xinyang Agriculture and Forestry University, Xinyang, China, 464000
Abstract
E-commerce live streaming has emerged as a significant medium for the elderly to engage in shopping. Investigating the relationship between e-commerce live streaming and the elderly can enhance our understanding of their consumption behaviour and willingness to purchase, thereby providing a foundation for optimizing e-commerce live streaming and expanding the elderly consumption market. Our findings indicate that e-commerce live streaming positively influences the consumption willingness of the elderly. Live streaming sales offer the elderly an enjoyable shopping experience and fulfil their shopping needs, thus increasing their willingness to consume. Moreover, e-commerce live streaming stimulates the consumption desire of the elderly through various promotional activities and sales tactics, further enhancing their willingness to purchase. This study aims to examine the relationship between e-commerce live streaming and the elderly from the perspective of consumer behaviour, deepening our understanding of how e-commerce live streaming affects the consumption behaviour and willingness of the elderly. While foreign research in this domain commenced earlier and is more theoretically abundant, research within our country has developed more recently and tends to focus on practical applications. By collecting data on the consumption capacity of the elderly, analysing the impact of e-commerce live streaming on their consumption behaviour and willingness, and evaluating their online shopping willingness and ability, this study provides valuable insights into how e-commerce live streaming alters the lives of middle-aged and elderly individuals. These insights can serve as a reference for expanding the purchasing power of the silver market and stimulating domestic demand.