Role of Live E-Commerce on Consumer Purchase Intentions

Abstract

Purpose:  Live streaming is one of the many options that e-commerce offers to enable retailers to advertise goods in real time through live video.   Theoretical framework:  In the framework of online shopping research, perceived value and trust received are considered significant variables of cognitive response expressing interaction with external stimuli.   Design/methodology/approach:  It gives information and makes it possible for synchronous information exchange between the online viewer (consumer) and the Internet celebrity, who ultimately influences the customers' information-seeking behavior and aids the company in making long-term profits. From live streaming to cutting-edge buying, China has led the way in global innovation in online commerce.   Findings: The results showed a positive correlation between social interaction, entertainment, and purchase intent for live commerce, but no connection between purchase intent and visualization or professionalization was discovered. Entertainment has the most impact on viewers' intent to buy during live streaming.   Research, Practical & Social implications:  The live-streaming e-commerce industry is anticipated to continue growing with the rapid development of contactless communication. Live-streamed e-commerce goes beyond the conventional idea of only selling goods or services.   Originality/value:  Future researchers and business professionals can utilize this study as a benchmark to increase viewers' intent to buy during live streaming.