Chinanews client Beijing March 31 (Xie Yiguan) On the 31st, the China Consumers Association released the "Online E-commerce Shopping Consumer Satisfaction Online Survey Report", showing that consumers have exaggerated and falsely promoted anchors, and cannot explain the products. Links to features have more feedback on two issues, such as live streaming sales, and 37.3% of consumers surveyed have experienced consumption issues during live streaming shopping.
Keywords that consumers are dissatisfied with the current status of the live e-commerce industry. Picture from China Consumers Association report.
With the rapid development of "live broadcast + e-commerce" online shopping methods in recent years, more and more consumers place orders by watching online live broadcasts. As the new format of live e-commerce shopping started from its infancy to rapid development, it also created some new consumer rights issues.
To this end, the China Consumers Association organized a live e-commerce consumer satisfaction survey and shopping experience activities from January to March 2020.
The survey results show that live broadcast e-commerce has become more and more accepted by consumers than traditional e-commerce because of the possibility of creating a snap-buying atmosphere, enhanced sociality and interactivity, among young live broadcasters. To a higher degree. However, in live e-commerce consumption, consumers' impulse consumption is more serious, and their risk awareness is relatively weak.
The main reason for consumers to watch the live broadcast is to understand the product information. "Commodity cost-effectiveness" and "like degree" are the key factors for consumers' shopping decisions. Among the reasons for converting to live shopping by watching the live broadcast, 60.1% of the respondents preferred high-quality products . Consumers' main concerns are expressed in "worrying about the lack of guarantee of product quality" and "worrying about after-sales problems".
The survey also shows that consumers have a clear overall goal of purchasing products through live broadcast. 52.5% of consumers surveyed stated that they are semi-clear shopping targets during live broadcast shopping, and targeted by “shopping + search”. Only 15.5% of respondents The author stated that there is no clear shopping goal, and it is to purchase as a recreational entertainment.
From the perspective of shopping frequency and preferences, more than half of the consumers surveyed make purchases once a month or more; most of the products they buy are concentrated in clothing, daily necessities, food, beauty and other categories.
Judging from the satisfaction of various nodes in the live e-commerce shopping process such as promotion, live broadcast, goods, payment methods, logistics, and after-sales, the highest consumer satisfaction is the payment link, which is 79.1 points; the lowest satisfaction is the publicity link. It is 64.7 points.
Consumers surveyed had relatively vague perceptions about whether the anchor is the operator, but they had more feedback on two issues, such as exaggeration and false propaganda, and links that could not explain the characteristics of the product.
Satisfaction of the entire process of live e-commerce shopping. Picture from China Consumers Association report.
From the perspective of consumer rights awareness and experience, 37.3% of the consumers surveyed have experienced consumption problems during live shopping, but only 13.6% of consumers have complained after encountering problems. Many consumers encounter problems without complaints because they feel that the complaint handling process can be complicated or time consuming.
The China Consumers Association recommends that all types of violations of laws and regulations be severely cracked down; the responsibilities and obligations of various operators of live broadcast e-commerce, especially those of live broadcast e-commerce platforms be clarified; focus on key nodes and strengthen the standardized management of the anchor group. Only gains and no responsibility; consumers should develop a good awareness of rights and habits.
The relevant person in charge of the China Consumers Association said that the China Consumers Association and all levels of consumer associations will focus on the relevant platforms and operators of infringing consumer rights and interests in bad business practices. The live e-commerce platform with outstanding performance and strong consumer feedback will be timely. Hold interviews, urge issues to be rectified, and effectively protect consumers' legitimate rights and interests. (Finish)