Analysis of the Impact of Webcast on Consumers’ Purchase Decision

Abstract

With the outbreak of the Internet celebrity economy, coupled with the rapid expansion of the live broadcast industry and technology, the new Internet economy has shown a diversified development pattern. This article has conducted an in-depth study of the impact of webcast on consumer purchasing decisions. The author believes that the goods brought by celebrities is a relatively new industry with potential for development. Especially in the post-epidemic era, the goods brought by celebrities on the Internet will be promoted by more and more brands and capital; but as an industry with only about ten years of development history. In the industry, the industry norms and guidelines are largely missing, and we can only find a few legal provisions to restrict it. As a sales model that is directly related to consumers, consumers, sellers and Internet celebrities should all be protected by corresponding laws. Despite the existence of irregular management, the intervention of the platform can make the three parties reach a certain degree of balance.