Research on the Effect of Jewelry Live Broadcast Marketing Based on SICAS Model

With the changes in user consumption behavior and online communication environment, the disadvantages of live jewelry e-commerce are becoming more prominent, including the gradual increase in customer acquisition costs, weak branding and high return rates. At the same time, the current researches mainly focuses on the live e-commerce of ordinary products and services, and there are few studies on high-value and high-risk commodities such as jewelry. In order to verify the influencing factors of jewelry live broadcast marketing and enrich the research on consumer behavior, this study creates an evaluation model of jewelry live broadcast marketing effect based on 5 dimensions of the SICAS model including: sense, interest and interactive, connect and communication, action, and sharing to explore the ranking of factors affecting the jewelry live broadcast marketing and improving the marketing effect of jewelry companies. The results show that: (1) Users' cognition and experience of sense, interest and interactive, action and sharing will significantly affect users' evaluation of the marketing effect of jewelry live broadcast marketing, and the influence are ranked as follows: connect and communication>sharing > action > sense, while interest and interactive has no significant influence. (2) Users' monthly income and occupation will significantly affect users' evaluation of jewelry live broadcast marketing effect, but gender and age not. To enhance the effectiveness of jewelry live broadcast marketing in the future, it is necessary to enrich the communications with users, enhance users' purchasing experience, stimulate users' sharing behavior and reduce users' perceived risk for jewelry companies.