Jing DU

Dissertation

Supervisor: Dr. Liquan CHAI

With the rapid development of mobile Internet technology and the popularization of short-video platforms, live-streaming sales have become one of the fastest-growing new consumption patterns in China's digital economy. Unlike traditional e-commerce, live-streaming sales rely on advantages such as real-time video, on-the-spot interaction, and emotional drive, enabling people to obtain more comprehensive information more quickly and so on. Therefore, live-streaming sales not only change people's shopping methods, but also their consumption psychology and daily behavioral habits. My research focuses on investigating and studying aspects such as the formation mechanism of young users' attitudes towards live-streaming sales, the role of emotions, viewing habits, characteristics of live-streamers, and differences in platform mechanisms.