Disenchantment and Remolding: the Influence of Luxury Live Streaming on Consumer Brand Goodwill

Abstract

As the COVID-19 epidemic is over, the global luxury market is gradually recovering. The arrival of the Internet era has provided people with a new consumption mode, and the rise of various online shopping platforms has injected new vitality into this market. Brand is the core of luxury consumption culture. Luxury brands have been tasked with constructing international brands by constructing brand awareness and boosting brand goodwill, due to the intensifying rivalry in the market.  In 2020, China's live-streaming e-commerce companies have officially started the journey of luxury brands. An urgent issue in the luxury sector is to find a way to direct shoppers to build brand recognition and strengthen brand identity.  Luxury goods have always been a high-end route, and whether live streaming e-commerce can improve the brand tonality and consumers' love for the brand is also an important topic continuously discussed in recent years. Through empirical analysis in this paper, it is concluded that live streaming e-commerce plays a positive role in promoting the goodwill of luxury brands.