The Effects of E-commerce Live Streaming on Chinese Consumers' Purchase Intention

• Main Author: Mengjia, Qi
• Format: Thesis
• Language: English; English; English
• Published: Universiti Malaysia Sarawak 2025
• Subjects: H Social Sciences (General); HF Commerce
• Online Access: http://ir.unimas.my/id/eprint/49654/

With the increasingly fierce competition in the online retail industry and consumers' increasing demand for online shopping experience, the existing marketing model is difficult to sustain and effectively attract consumers, and more and more e-commerce websites and sellers are trying to adapt to the ever-changing business environment through the introduction of new marketing models. Among many marketing models, e-commerce live streaming has rapidly become a mainstream commercialised marketing model by integrating the consumer attributes of e-commerce and the rapid user acquisition capability of live streaming. Although e-commerce live streaming is constantly promoted in practice, its driving effect on online consumption intention still lacks theoretical support and empirical support. Understanding the effect of e-commerce live streaming's influence on online purchasing intention can provide references and suggestions for e-commerce websites and sellers to give full play to the marketing value of live streaming and improve market competitiveness by doing so, and it can help to expand the scope of the research on the commercialized marketing mode of live streaming, provide theoretical basis. This study takes e-commerce live streaming as the research object, explores the effect of e-commerce live streaming on consumers' online purchase intention, and considers the tripartite interaction system formed by consumers, sellers and live streaming platforms, and based on socio-technical theories, analyses in depth the e-commerce live streaming's technical feature and service quality impact on purchase intention. This study obtains questionnaire survey. Considering the interaction process between consumers and e-commerce live streaming platforms, we construct a relationship model between e-commerce live streaming technical feature and online purchase intention based on the theory of "stimulus-organism-response". The study found that the real-time interactivity experience, perceived proximity, and authenticity of e-commerce live streaming positively influence consumer purchase intention. By enhancing social support, these technical features further boost online buying interest. This research provides a technical perspective on how live streaming features shape consumer behaviour, highlighting their key role and offering insights for optimizing resource allocation in e-commerce and live streaming technology. We further explore the impact of e-commerce live streaming service quality on online purchase intention based on social exchange theory in the interaction process between consumers and e-commerce live streaming sellers. The study found that while information quality in e-commerce live streaming enhances online purchase intention, interactive quality has a negative impact. However, both factors help establish swift relationship, which ultimately boost purchase intention. This phase expands the service quality evaluation framework by integrating social factors, introduces swift relationship into the e-commerce live streaming context, and lays the groundwork for personalized marketing strategies.