A study on the influence of e-commerce live streaming on consumer’s purchase intentions in mobile internet

Abstract

With flow dividend of traditional e-commerce is diminishing gradually, the growth rate of e-commerce users is slowing down, the major e-commerce platforms are in great need of content innovation and new flow portals. E-commerce live streaming has become one of the breakthroughs for the platforms. Its growth prospects depend on whether the live streaming users can turn into orders. Based on the characteristics of China’s e-commerce live streaming platforms and users, this paper explores the impact of e-commerce live streaming on consumers’ purchase intentions under the mobile Internet environment. During e-commerce live streaming, consumers are likely to produce a herd effect, thus influencing their purchase intention. Results show that perceived ease of use, situational factors and follow others’ behavior significant impact on purchase intention, perceived usefulness of influence on purchase intention is lesser, incomplete information will not directly affect consumer’s purchase intention, but by following others it might affect their purchase attitude when watching live.