Research on the Impact of Privacy Information Sensitivity on Consumers' Purchase Intention in E-commerce Livestreaming

Abstract

Against the backdrop of rapid development in digital and network technologies, privacy issues in e-commerce live streaming have gradually drawn consumers' attention. How to effectively use consumers' personal information to promote the high-quality development of e-commerce live streaming is a key issue of concern in academia. Based on sample data, this study summarizes the current status of consumers' privacy sensitivity when watching e-commerce live streaming, explores the impact of privacy sensitivity on consumers' purchase intention, and finds that privacy concerns negatively affect consumers' purchase intention, while privacy protection and privacy fatigue positively affect consumers' purchase intention. Perceived trust and perceived risk play a mediating role in the relationship between consumers' privacy sensitivity and purchase intention. Based on these findings, it is recommended that e-commerce live streaming platforms actively formulate and improve privacy protection policies to further protect consumers' privacy information, while establishing joint credit evaluation standards to enhance consumer trust. Merchants should comply with privacy policies and strengthen brand building. Government departments should enhance the diversity and effectiveness of privacy protection education and use innovative technologies to create a good social environment for consumers' purchasing behavior on e-commerce live streaming platforms.