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International Journal of Frontiers in Sociology, 2021, 3(14); doi: 10.25236/IJFS.2021.031405.

Psychological Analysis of Li JiaQi's Live-Streaming Consumers During the Spring Festival under the Epidemic


Zhou Sha1, Yifan Huang2, Yucheng Jin3

Corresponding Author:
Zhou Sha

1University of Rochester, Rochester, NY, United States

2The Affiliated High School to Hangzhou Normal University, Hangzhou, Zhejiang, China

3Hangzhou No.14 Secondary School, Hangzhou, Zhejiang, China 

These authors contributed equally to this work


The current pandemic has largely changed the world across all sectors of the society. In this paper, we shall specifically look into the effect Covid-19 has had on Chinese social and commercial sector over the time of its existence. Things that normally occurred physically, have taken a toll and nowadays occur virtually thanks to the presence of web connections and streaming platforms. Precisely, our focus in this case is on the Chinese spring festivals and the impact coronavirus has had on the attendance and normal activities. Firstly, physical meetings to celebrate the festivals were entirely done away with by the Chinese government meaning people had to change and their modes of attendance. With this, the festivals generally took place virtually such that online streaming of events surged. The number of virtual attendees in hand with the demand for streaming services therefore grew tremendously and such developments has a number of implications. For example, revenue earned by the corporations that offer streaming services generally increased and for celebrities that took part in the festivals in terms of performance had their income secured. Therefore, COVID-19 largely affected a number of social activities in China for example shifting to online sales and purchases alters consumer culture but still, there are a number of positive developments 


Consumer psychology, Covid-19, streaming platforms, Consumer psychology

Cite This Paper

Zhou Sha, Yifan Huang, Yucheng Jin. Psychological Analysis of Li JiaQi's Live-Streaming Consumers During the Spring Festival under the Epidemic. International Journal of Frontiers in Sociology (2021), Vol. 3, Issue 14: 19-23. https://doi.org/10.25236/IJFS.2021.031405.


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