Research on the Influencing Factors on the Effect on Official Live Streaming Commerce:An Analysis of 221 Official Live Streaming Cases
This paper adopts Spear-man correlation and linear regression analysis to explore 221 samples of officials'live delivery to explore the influence of various factors on the effect of official live streaming.It finds that factors including personal characteristics of officials,characteristics of products and live streaming platforms,have a significant positive impact on the effectiveness of official live streaming sales while local economic development level is the other way around.Therefore,this paper puts forward some relevant suggestions from the perspectives of subject,product and platform for the improvement of official live streaming commerce.
government officialslive streaming commerceinfluencing factors
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