Scene and Behavior: A study on the marketing effect and mechanism of knowledge

Abstract

This study takes the phenomenon of Oriental selection knowledge with goods live broadcast as the starting point, and through audience survey and in-depth interview, preliminarily explores the correlation between the depth of scene atmosphere created by the live broadcast and audience attention and consumption amount. The research shows that the more in-depth the scene atmosphere of the broadcast room is, the more attention the audience will pay to this kind of live broadcast, but the consumption behavior of the audience will not be easily affected.