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

Abstract

Live streaming e-commerce is experiencing a remarkable rise. With the growing digital penetration and the burgeoning popularity of digital platforms among young consumers, it has become a dominant force. A recent study shows that a live streamer’s public image and the pleasure consumers derive from live streaming are the most potent factors shaping Chinese consumer behavior. Price promotions and consumer-streamer interaction also play significant roles. This research is of great relevance to live streaming e-commerce brands. By leveraging this in - depth understanding of consumer preferences, they can formulate targeted marketing strategies, which in turn are likely to boost consumer purchase intentions and drive business growth.