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

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.

Revisiting perceived gratification, consumer attitudes and purchase impulses in cross-border e-commerce live streaming: a direct and indirect effects model

“…In interactive environments, consumers have a strong desire to establish social relationships with others or sellers, and when streaming consumers perceive social interactions, they would activate positive attitudes toward the media and further motivate consumer behavior. This finding is similar to Liu (2022), Guo et al (2021), Bawack et al (2023) and Hossain et al (2019), which all highlight the positive impact of social interactions on individuals' positive attitudes and subsequent behaviors. Further, the results indicate that perceived information usefulness significantly drives positive consumer attitudes toward cross-border streaming, which in turn promotes impulse purchases.…”

“…This opinion intersects with Leong et al (2023) and Fu and Hsu (2023) in that we both emphasize that utilitarian behaviors significantly outweigh hedonic behaviors for streaming buyers. Further, as with others (Chen et al , 2022a; Guo et al , 2021; Liu, 2022; Sun et al , 2019; Zhang et al , 2020; Zhang et al , 2023), this research alludes to the positive relationship between live-streaming and purchase behavior. This research believes that impulsive purchasing has become a universal consumer behavior in online media channel, a finding that is consistent with Akram et al (2018), Chan et al (2017), Christian et al (2021), Zafar et al (2020) and Zafar et al (2021).…”

“…Through gift purchases, likes and follows, bonuses and coupons, sellers allow consumers to perceive shopping interactions, which in turn stimulate online transactions. Liu (2022) suggests that the interactive nature of e-commerce live streaming drives consumers to engage in real-time interactions with the anchor or other viewers, which greatly reduces the risk of making a purchase and significantly increases purchase intent (Guo et al, 2021). cFurthermore, when exposed to media, the perception of useful information drives consumers to stay on the media interface and create a willingness to use it further (Hossain et al, 2019;Lim and Ting, 2012;Sun et al, 2020;Urista et al, 2009).…”

“…Through gift purchases, likes and follows, bonuses and coupons, sellers allow consumers to perceive shopping interactions, which in turn stimulate online transactions. Liu (2022) suggests that the interactive nature of e-commerce live streaming drives consumers to engage in real-time interactions with the anchor or other viewers, which greatly reduces the risk of making a purchase and significantly increases purchase intent (Guo et al , 2021).…”

“…Existing literature examines the attributes and functions (Liu et al , 2021; Tolstoy et al , 2023) and organizational performance (Chen et al , 2023) of cross-border e-commerce platforms, and the causal relationship between e-commerce live and purchasing behavior (Gao et al , 2022; Guo et al , 2021; Shang et al , 2023; Xu et al , 2021), but ignores the formation mechanisms of impulsive purchases in the context of cross-border e-commerce live streaming, as well as the determinants that stimulate consumers' use of this streaming medium. Live streaming is a remote practice of social interaction that uses 5 G communication technology to deliver sound, virtual video, graphics, and other information to consumers as a way to achieve a two-way connection between buyers and sellers (Chen et al , 2022b; Liu, 2022; Yan et al , 2023). Streamer, viewer and product are the three core elements in a live streaming scenario (Chandrruangphen et al , 2022).…”