How is the Purchase Intention of Consumers Affected in the Environment of E-commerce Live Streaming?

DOI

10.2991/aebmr.k.210917.009How to use a DOI?

Keywords

live streaming, e-commerce, interactivity, trust, presence, purchase intention

Abstract

Recently, live streaming e-commerce becomes an increasingly popular approach among Chinese consumers and also gets attention from several scholars. In this study, we examine how interactivity between streamers and buyers during live streaming influences the purchase intention. We empirically measure the model by sending questionnaire to people who have shopped via live streaming shopping platforms. The results show that interactivity can influence purchase intention through social presence and telepresence during live streaming, while trust plays a moderating role.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Bojun Lyu
PY  - 2021
DA  - 2021/09/18
TI  - How is the Purchase Intention of Consumers Affected in the Environment of E-commerce Live Streaming?
BT  - Proceedings of the 2021 International Conference on Financial Management and Economic Transition (FMET 2021)
PB  - Atlantis Press
SP  - 50
EP  - 59
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210917.009
DO  - 10.2991/aebmr.k.210917.009
ID  - Lyu2021
ER  -