The survey shows that only 10% of the respondents have not encountered 'pitfalls' in terms of live streaming shopping satisfaction.

News from this site on September 26, with the continuous growth of live streaming e-commerce, live streaming shopping has become one of the main ways for the public to shop online.

According to Times Weekly, in August 2023, "Consumer Reports" conducted a survey on consumers' satisfaction with live broadcast shopping by issuing questionnaires to further understand what problems consumers encountered during live broadcasts.

Questionnaire survey data shows that a total of 1,271 people completed the questionnaire. Among them, 52.6% were female and 47.4% were male. From the perspective of urban layout, the respondents are mainly from first- and second-tier cities, followed by third-tier cities. Judging from the age division of the surveyed people, the post-00s and post-90s generations have become the main force in live broadcast consumption, accounting for 41.9% and 36.3% respectively.

According to the survey data, 91% of the respondents have had live shopping experience. Currently, among consumers in the field of live streaming shopping, women account for 53.5% and men account for 46.5%. The proportion of men and women is equal

According to the questionnaire data, nearly 80% (77.6%) of the respondents said that they often use Douyin Watch the live broadcast on the platform. Followed by platforms such as Taobao (68%), Kuaishou (49.4%), Pinduoduo (41.1%), JD.com (32.8%)

Why is live streaming so popular among consumers? According to questionnaire survey data, price concessions (63.1%), limited-time limited offers (58.4%), and the popularity of displayed products (51.6%) have become the main reasons why consumers choose to place orders in the live broadcast room

Data It also shows that the most purchased items through live broadcast are household department stores (53.4%), followed by clothing and shoes (52.8%), beauty and skin care (50.8%), toiletries (42.4%), and jewelry/accessories (37.0 %), food/fresh food (35.8%).

In addition, the highest level of satisfaction among respondents is the price of the product, which is 8.1 points; the lowest level of satisfaction is the trust in the anchor, which is 7.8 points. Overall, respondents’ satisfaction scores for all aspects of live shopping are basically below 8 points, and there is still a lot of room for improvement. More than half (53.5%) of the respondents said they encountered product quality problems during live shopping. 30% of the respondents also encountered problems with the authenticity of brand products, unreliable products recommended by anchors, and the gifts promised by anchors were not delivered truthfully.

It is worth mentioning that among the respondents who participated in filling out the questionnaire, only 10% (11.1%) encountered no problems during live streaming shopping.

This site noticed that on August 2, the China Consumers Association released an analysis of the complaints accepted by the National Consumers Association in the first half of 2023. In the first half of this year, the National Consumers Association organized consumer complaints on hot issues mainly involving industries and fields such as live streaming platforms, tourism and travel, performance ticketing, education and training, and food safety. Among them, there are many complaints about live video platforms, such as short videos that "drain traffic at low prices", jewelry sales scams in live broadcast rooms, or random exaggeration of the original price of goods.

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