Xiaochen Zhang, Nadzirah Rosli, Ahmad Azmi Mohd Ariffin, Siti Ngayesah Ab. Hamid

The Impact of Live - streaming E-commerce on Consumer Behaviour in China

Introduction

The impact of live - streaming e-commerce on consumer behaviour in china. Uncover the impact of live-streaming e-commerce on Chinese consumer behavior. Learn how streamer image, pleasure, and interactions influence purchase intentions.

Abstract

Live streaming e-commerce is experiencing a remarkable rise. With the growing digital penetration and the burgeoning popularity of digital platforms among young consumers, it has become a dominant force. A recent study shows that a live streamer's public image and the pleasure consumers derive from live streaming are the most potent factors shaping Chinese consumer behavior. Price promotions and consumer-streamer interaction also play significant roles. This research is of great relevance to live streaming e-commerce brands. By leveraging this in - depth understanding of consumer preferences, they can formulate targeted marketing strategies, which in turn are likely to boost consumer purchase intentions and drive business growth.

Review

This paper addresses a highly pertinent and rapidly evolving area of digital commerce: the impact of live-streaming e-commerce on consumer behaviour, specifically within the dynamic Chinese market. Given the significant rise in digital penetration and the increasing reliance of younger consumers on online platforms, the topic is exceptionally timely and relevant. The research aims to unpack the intricate factors that drive consumer engagement and purchasing decisions within this increasingly dominant retail channel, making it of immediate interest to both academic researchers and industry practitioners grappling with the nuances of online consumer psychology. The abstract highlights several key findings that offer valuable insights into this phenomenon. Foremost among these are the identification of a live streamer's public image and the pleasure consumers derive from the live-streaming experience as the most potent determinants of Chinese consumer behaviour. These findings suggest a strong emotional and relational component to live-streaming e-commerce, moving beyond purely transactional considerations. Furthermore, the study acknowledges the significant roles played by price promotions and consumer-streamer interaction, reinforcing the multi-faceted nature of influence in this digital environment. The practical implications of this research are clearly articulated and highly valuable for live-streaming e-commerce brands. By providing a deeper understanding of consumer preferences, the study offers a roadmap for developing targeted marketing strategies that leverage key drivers such as streamer image, viewer enjoyment, attractive pricing, and interactive elements. Such an evidence-based approach is anticipated to directly boost consumer purchase intentions and contribute significantly to business growth. While the abstract strongly emphasizes immediate practical utility, a comprehensive study would ideally detail the methodology employed to arrive at these conclusions and potentially offer a theoretical framework to enrich the academic contribution alongside its clear practical relevance.

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