Research on the Influencing Factors of Consumer Purchase Intention in Live Streaming E-Commerce

Zhaopeng Zhu

doi:10.59429/paat.v6i1.6204

Zhaopeng Zhu Jinan Engineering Polytechnic/New Era University College

DOI: https://doi.org/10.59429/paat.v6i1.6204

Keywords: Live streaming marketing; Consumers; Purchase intention

Abstract

With the rapid development of online live streaming in recent years, China's live streaming e-commerce industry has rapidly developed. More and more enterprises are joining live streaming marketing, and more and more consumers are shopping through live streaming. This article mainly analyzes the influencing factors of consumer purchase intention in live streaming e-commerce, proposes effective strategies to improve consumer purchase intention, and hopes that businesses can guide consumers to shop through correct measures, while consumers can maintain rationality and communicate to build a harmonious and healthy online shopping environment in live streaming shopping activities.

References

1.Chen Yi, Yue Wenwen The Impact of Marketing Stimulation and Situational Factors on Consumer Impulsive Purchase Intention in E-commerce Live Streaming [J] Era Economy and Trade, 2023, 20 (05): 32-37 DOI: 10.19463/j.cnki.sdjm.2023.05.25.

2.Li Nan A study on the influencing factors of consumer willingness to purchase agricultural products under the “e-commerce live streaming” model [J] Journal of Changchun Financial College, 2023, (02): 77-82.

3.Shi Yanze, Fei Wei, Wang Kuo Analysis of Factors Influencing Consumer Food Purchase Intention in the Context of Live E-commerce [J] Economics and Management, 2022, 36 (06): 77-83.

4.Jin Yu A study on the impact of consumer trust perception on purchase intention in e-commerce live streaming [J] Chinese Business Review, 2022, (19): 40-43 DOI: 10.19699/j.cnki.issn2096-0298.2022.19.040.