Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)

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Factors Affecting Consumers’ Purchasing Behaviours in Live Streaming E-Commerce: A Review

Authors
Lingfei Liu1, *
1Ferguson College of Agriculture, Oklahoma State University, Stillwater, USA
*Corresponding author. Email: lingfei.liu@okstate.edu
Corresponding Author
Lingfei Liu
Available Online 31 December 2022.
DOI
10.2991/978-94-6463-036-7_75How to use a DOI?
Keywords
Live streaming e-commerce; Price promotion; Streamers’ credibility; Design of platforms; consumer behaviour
Abstract

Live streaming e-commerce is a new shopping mode in recent years. It has taken off in a big way and become an indispensable part of online shopping among many consumers. Based on the current development status of live broadcast, this paper sorts out and summarizes the literature from four factors that affect consumers’ purchase intention and behaviour in live broadcast e-commerce, namely price promotion, streaming media credibility, platform design and interactivity. Aspect. The research results show that the attractiveness, credibility and professionalism of streamers have a positive impact on consumers’ purchase intention and behaviour, and the design of e-commerce platforms can significantly affect consumers’ shopping experience. Real-time interactions can enhance product trust. Finally, the paper provides possible inspiration for the improvement of live e-commerce.

Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
31 December 2022
ISBN
10.2991/978-94-6463-036-7_75
ISSN
2352-5428
DOI
10.2991/978-94-6463-036-7_75How to use a DOI?
Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Lingfei Liu
PY  - 2022
DA  - 2022/12/31
TI  - Factors Affecting Consumers’ Purchasing Behaviours in Live Streaming E-Commerce: A Review
BT  - Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)
PB  - Atlantis Press
SP  - 508
EP  - 515
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-036-7_75
DO  - 10.2991/978-94-6463-036-7_75
ID  - Liu2022
ER  -