Probe - Accounting, Auditing and Taxation

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

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

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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.

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References

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