China News Service, Beijing, March 31 (Wang Qingkai) The "Consumer Satisfaction Survey of Live E-commerce Shopping Online" released by the Chinese Consumers Association on the 31st shows that 37.3% of consumers surveyed have encountered live broadcast shopping Consumption problems, but only 13.6% of consumers complained after encountering problems.
The report shows that younger Chinese groups are more receptive to online live e-commerce shopping. "Commodity cost-effectiveness" and "favoriteness" are the key factors for consumers' shopping decisions. Among the reasons for watching live broadcasts to convert into shopping, 60.1% of respondents preferred high-quality products. Consumers' concerns are generally expressed as "the quality of goods is not guaranteed" and "after-sales problems."
In the online live e-commerce shopping process, the lowest level of consumer satisfaction is the publicity link. Consumers surveyed gave more feedback on the two aspects of the broadcaster's exaggeration and false propaganda, and the links that could not explain the characteristics of the product were sold in the live room.
In terms of consumer rights awareness and experience, 37.3% of consumers surveyed have experienced consumption problems during live shopping, but only 13.6% of consumers have complained after encountering problems; some consumers have encountered complaints The reason why there is no complaint is that the complaint handling process is more complicated or time-consuming, which indicates that consumers lack sufficient patience and confidence in safeguarding their legitimate rights and interests.
The report also pointed out that in live e-commerce consumption, consumers have more serious impulse consumption and relatively weak risk awareness.
The relevant person in charge of the China Consumers ’Association said that the Consumer ’s Association ’s live-streaming e-commerce platform with outstanding performance and strong consumer feedback will conduct timely interviews to urge the problem to be rectified. (Finish)