Author(s)

Feiyang Yu ¹

Affiliation(s)

¹ School of Intelligent Manufacturing and Equipment, Shenzhen Institute of Information Technology, Shenzhen, China

Corresponding Author

Feiyang Yu

ABSTRACT

As new media, various e-commerce platforms, and short video platforms emerge and develop, consumers' doubts arise especially regarding their rapid rise during the pandemic period and management issues of live streamers and platforms recently. After the two important turning points, how to build a consumer-demand-oriented marketing model aligns with the development of live streaming platforms, as well as consumers' expectations towards these platforms have become important topics of current research. This paper conducts a questionnaire survey to collect information on consumers' shopping experiences and feedback on live-streaming platforms. It is found that subsequent consumption is affected by multiple factors, including user experience on the platform and self-demand. Among these factors, the most important ones are consumer trends based on interests and experience during the consumption process. Hence, based on consumer feedback and relevant literature, this paper proposes suggestions for the sustainable development of live streaming platforms, including that live streaming platforms should improve their regulatory system, create a positive online environment, choose high-quality partners, and achieve a shift in platform marketing strategies centered around consumer emotions. Meanwhile, live streaming platforms should integrate with new media and other sectors to uncover real-time consumer attention, aiming for innovative and distinctive development.

KEYWORDS

Live streaming platform; consumers; marketing model

CITE THIS PAPER

Feiyang Yu, Research on Marketing Model of Live-Streaming Platforms Based on Consumer Feedback. Accounting and Corporate Management (2025) Vol. 7: 97-103. DOI: http://dx.doi.org/10.23977/acccm.2025.070114.

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