Research on the Advantages and Difficulties of Online Celebrities' Live Stream Shopping under the 4C Theory

Abstract

The purpose of this paper is to investigate the current situation of online celebrities live shopping, and analyze its advantages, disadvantages and difficulties. This study takes the 4C marketing theory as the guiding framework, analyzes the current situation of online celebrities' live shopping through empirical research, and puts forward relevant suggestions for its problems. In this paper, 547 valid questionnaires were collected, and the questionnaire was analyzed by SPSS  for descriptive analysis, reliability and validity. The conclusion shows that the advantages of online celebrity live shopping include rich product information, lower product prices than other channels, personal charm of Internet celebrity anchors and communication atmosphere in live broadcasting. The main problems are reflected in the insufficient supervision of the platform, the unbalanced quality of anchors, the high time cost, and the imperfect after-sales system. Establish the marketing concept with consumers. Pay attention to the application of big data. Before marketing, businesses use big data to analyze user preferences, understand the main characteristics and characteristics of audience groups, establish and continuously improve consumer databases, and paint accurate and comprehensive consumer portraits. After that, it is necessary to formulate more targeted propaganda language based on the actual situation, so as to enhance the awareness and attention of users to the live broadcast content. Secondly, in the process of live broadcast, merchants observe the user's data in real time, understand the user's information about the product price, product characteristics and brand loyalty, and adjust the product price in real. The interests of consumers should be guaranteed to the greatest extent on the premise of ensuring the interests of enterprises (Liang, 2018). After the live broadcast, enterprises can also collect consumers' information, contact with some consumers, and understand consumers' views on live broadcast, laying a good foundation for future improvement and optimization.