How is the Purchase Intention of Consumers Affected in the Environment of E-commerce Live Streaming?

Abstract

Recently, live streaming e-commerce becomes an increasingly popular approach among Chinese consumers and also gets attention from several scholars. In this study, we examine how interactivity between streamers and buyers during live streaming influences the purchase intention. We empirically measure the model by sending questionnaire to people who have shopped via live streaming shopping platforms. The results show that interactivity can influence purchase intention through social presence and telepresence during live streaming, while trust plays a moderating role.