The Impact of E-commerce Live Streaming on Consumer Decision-Making: A Case Study of Taobao

Abstract

This study examines the impact of e-commerce live streaming on consumer decision-making, focusing on the role of head anchors, represented by Taobao anchor Li Jiaqi. Driven by external factors such as technological innovation, market competition, and epidemics, live e-commerce broadcasting has rapidly risen and changed traditional shopping. This study first describes the technological basis of e-commerce live streaming, including the support of real-time interaction and personalized recommendation by 5G network and artificial intelligence. Subsequently, it analyzes how consumer engagement, interactivity, and anchor influence in e-commerce live streaming affect consumer behavior in the stages of awareness, consideration, purchase decision, and experience. Taking Li Jiaqi as an example, the role of anchors in enhancing users’ trust, accelerating purchase decisions, and fostering consumer loyalty is investigated. This study summarizes the future trends of e-commerce live streaming, including the impact of multi-platform layout and improved content quality on the industry ecology.