How does E-commerce live streaming affect Chinese consumers' purchase intention

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E-commerce live streaming positively influences consumers' purchase intentions, enhancing online sales.
Key findings reveal that service quality significantly impacts purchase intentions through live streaming platforms.
The study employs a questionnaire survey to explore the tripartite interactions between consumers, sellers, and platforms.
The insights gained may expand the application of live streaming in marketing strategies and improve competitive advantage.

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Analysis reveals e-commerce live streaming influences purchase intention in consumers, suggesting insights for marketers.

Qi et al. (2025) studied this question.

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