Quantitative Analysis of Live E-commerce's Influence on Consumer Purchase Intentions

Abstract

Live e-commerce has emerged as a transformative force in the realm of online shopping, redefining how consumers engage with products and brands. By combining real-time interactions with digital retail experiences, live e-commerce offers a unique platform that fosters trust, engagement, and dynamic communication between consumers and sellers. This study investigates the factors that influence consumer purchase intention within live e-commerce environments, emphasizing the roles of anchor professionalism, information quality, incentives, hedonic experience, interactivity, and visual presentation. Additionally, it examines how consumer cognitive and emotional attitudes mediate these relationships. A quantitative research approach was employed, utilizing data collected through an online survey of 500 respondents with prior live e-commerce experience. The analysis was conducted using structural equation modeling (SEM), which revealed significant impacts of the identified factors on purchase intention. The findings not only validate the importance of these elements in shaping consumer behavior but also offer actionable insights for e-commerce practitioners looking to optimize their strategies and enhance consumer engagement.