Factors Affecting Consumers’ Purchasing Behaviours in Live Streaming E-Commerce: A Review

Lingfei Liu ()
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Lingfei Liu: Oklahoma State University, Ferguson College of Agriculture

A chapter in Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022), 2022, pp 508-515 from Springer

Abstract: Abstract Live streaming e-commerce is a new shopping mode in recent years. It has taken off in a big way and become an indispensable part of online shopping among many consumers. Based on the current development status of live broadcast, this paper sorts out and summarizes the literature from four factors that affect consumers’ purchase intention and behaviour in live broadcast e-commerce, namely price promotion, streaming media credibility, platform design and interactivity. Aspect. The research results show that the attractiveness, credibility and professionalism of streamers have a positive impact on consumers’ purchase intention and behaviour, and the design of e-commerce platforms can significantly affect consumers’ shopping experience. Real-time interactions can enhance product trust. Finally, the paper provides possible inspiration for the improvement of live e-commerce.

Keywords: Live streaming e-commerce; Price promotion; Streamers’ credibility; Design of platforms; consumer behaviour (search for similar items in EconPapers)
Date: 2022
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DOI: 10.2991/978-94-6463-036-7_75

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