The Impact of Live - streaming E-commerce on Consumer Behaviour in China

Xiaochen Zhang, Nadzirah Rosli, Ahmad Azmi Mohd Ariffin and Siti Ngayesah Ab. Hamid

Studies in Media and Communication, 2026, vol. 14, issue 1, 80-89

Abstract: Live streaming e-commerce is experiencing a remarkable rise. With the growing digital penetration and the burgeoning popularity of digital platforms among young consumers, it has become a dominant force. A recent study shows that a live streamer's public image and the pleasure consumers derive from live streaming are the most potent factors shaping Chinese consumer behavior. Price promotions and consumer-streamer interaction also play significant roles. This research is of great relevance to live streaming e-commerce brands. By leveraging this in - depth understanding of consumer preferences, they can formulate targeted marketing strategies, which in turn are likely to boost consumer purchase intentions and drive business growth.

Date: 2026
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