This study investigates the influence of live-streaming e-commerce on consumer purchasing behavior in the digital era. Through a combination of quantitative and qualitative analyses, it was discovered that factors such as interactivity, entertainment value, host professionalism, and promotional activities significantly augment consumers' willingness to purchase, with a particular emphasis on impulsive buying. The concept of co-presence and social presence in live-streaming has a substantial impact on herd consumption behavior, while the personality and preferences of consumers play a pivotal role in live-streaming shopping. The research also reveals that the market potential of young consumers is immense, yet their attention to live-streaming sales advertisements is lacking. Furthermore, the awareness of products available through live-streaming is insufficient. Consequently, it is recommended to enhance product quality, increase discounts, optimize the live-streaming experience, and strengthen industry regulation. The findings of this study offer a fresh perspective on understanding the impact of live-streaming e-commerce on consumer behavior and provide theoretical support for e-commerce live-streaming practices.
Digital Era; Live Streaming Commerce; Consumer Behavior Trends; Decision-Making in Purchasing
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