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

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Consumer behavior changes significantly due to live streaming, emphasizing the power of digital platforms in e-commerce.
Findings indicate that a live streamer's public image and consumer enjoyment are key factors in driving purchase intentions.
This research utilizes qualitative analysis of consumer preferences to uncover insights into effective marketing strategies.
Implications suggest that brands should tailor their strategies, integrating price promotions and engaging interactions to boost sales.

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Analysis reveals consumer behavior is influenced by live streaming, price promotions, and interactions.

Zhang et al. (2025) studied this question.

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