Qinghai province consumer association survey shows: most consumers are more satisfied with live with goods


In recent years, the consumption pattern of live broadcasting with goods is extremely hot.In order to understand the province’s live streaming goods consumption situation, promote the sustainable and healthy development of the live streaming goods industry, and safeguard the legitimate rights and interests of consumers, last month, the Qinghai Consumers’ Association carried out a survey on live streaming goods consumption, with a total of 7,998 valid questionnaires recovered.Survey results show that most consumers are satisfied with live broadcast with goods consumption.Live broadcast shopping has become a very common Internet consumption mode, 90.18% of respondents have shopping experience through live broadcast shopping, 54.93% of respondents said they often buy goods through live broadcast shopping, only 9.82% of respondents did not live broadcast shopping experience.Food, clothing and cosmetics were the most purchased through live streaming, accounting for 49.92%, 42.23% and 39.83%, respectively.Followed by electrical appliances, home decorations and daily necessities, accounting for 26.68%, 24.58% and 25.10%, respectively.Jingdong, Taobao and Tmall are the top three livestreaming shopping platforms, while Short video platforms such as Douyin and Kuaishou rank lower, indicating that traditional e-commerce platforms are still the main channels for livestreaming and goods consumption.Among the consumers with live broadcast shopping experience, 75.03% have online celebrities live broadcast shopping experience with goods, among which 34.35% of the overall impression of online celebrities live broadcast shopping experience is “genuine, very good experience”, “exaggerated” as respondents think the most problems.The reasons for choosing live broadcast shopping include 46.35% respondents’ good display effect, 39.63% ‘herd mentality’, 33.22% ‘low price’ and 29.91% ‘impulse shopping’.Commodity quality is the “hard index” that consumers value most and worry most.When choosing live broadcasting, 48.09% of respondents value the quality of goods, followed by price, sales, brand and popularity of anchors.The most concerned is the quality of fake and shoddy goods, accounting for 52.49%, followed by fake popularity data, false publicity and no guarantee of after-sales service.Most consumers are satisfied with the overall feeling of live broadcast goods consumption, 77.46% of respondents are satisfied or very satisfied with live broadcast goods consumption, only 5.6% are not very satisfied or very dissatisfied, and another 16.94% feel general.If they encounter the problem of live broadcast goods consumption, 48.95% of the interviewees will choose to find the seller or platform to protect their rights, 33.25% of them will find the anchor to protect their rights, 29.28% of them will find the manufacturer to protect their rights, 26.94% of them will complain to relevant departments, and 8.23% of them will Sue the court.Only 1.63 percent of respondents said they were unlucky.According to the provincial Consumers’ Association, from the results of the survey, there is still a lot of room for consumers to improve the satisfaction level of live broadcast goods consumption, and the format of live broadcast goods still needs to be further standardized development.The provincial consumers’ Association will increase the supervision of livestreaming operators with goods and guide operators to strengthen autonomy and self-discipline;We will strengthen education and guidance for consumers, guide them to adopt a scientific and rational view of consumption, and raise their awareness of self-protection.(Peng Na, West Sea media reporter)

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