The Effect of Social Media on Customers’ Behaviors in E-commerce: Live Streaming Shopping as an Example

With the development of the Internet, social media has affected every aspect of people's life, including shopping. Live-streaming shopping is a very popular e-commerce mode at present. It is favored by many buyers, at the meantime, many businesses benefit from it as well. This paper mainly studies what aspects of live broadcast sales affect consumer behavior, and finally finds that the most obvious impact of live broadcast sales on consumer behavior is to broaden customers' understanding of commodity information. The research results of this paper can provide reference for e-commerce sellers when they develop better marketing plans.