Research on the Willingness of Elderly People to Participate in Online Live-streaming Shopping

Fu Haiming(Northwest Normal University, Lanzhou)

Abstract

With the rapid development of Internet technology, live-streaming shopping has spread rapidly in China and has become an important part of e-commerce. This study aims to explore the current situation and influencing factors of online live-streaming shopping among elderly people in China. Data was collected from 517 elderly people through questionnaires. The results showed that 87.4% of the elderly participated in live-streaming shopping, while 12.6% did not. Among the elderly who participated, there were slightly more men than women, with a high school or technical secondary school education, a monthly income of 3,000 yuan or less, most living with their spouses, and a higher proportion of the elderly living in second - and third-tier cities. Although online shopping has a high level of participation among the elderly in China, there are still some elderly people who do not participate because of the complexity of the operation process, the dislike of the sales pitches of the hosts, and the inability to guarantee the quality. In order to increase the participation of the elderly, this article also provides corresponding improvement suggestions.

Keywords

Online live-streaming shopping; Seniors; Willingness to participate; Influencing factors

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DOI: http://dx.doi.org/10.26549/mmpp.v7i1.36168