Factors Affecting Consumers’ Purchase Intentions in the Context of Livestreaming E-Commerce in China

作者：C. Peng, Bin Wang, L.-V. Chen, Jianwei Zhao · 发表于：International Journal of High Speed Electronics and Systems · 年份：2025 · DOI：10.1142/s0129156425407090 · 被引用次数：1

Livestreaming e-commerce has experienced rapid growth in China in recent years, with an increasing number of consumers engaging in livestream shopping. However, skepticism and concerns persist due to factors such as low entry barriers, high homogenization of content, insufficient professionalism of livestream hosts, low-cost products with poor value-for-money, and inadequate after-sales services. This study constructs a theoretical framework that examines the impact of three key factors — streamers, products, and platforms — on consumers’ purchase intentions. The findings reveal that the influence of streamers positively affects both consumers’ purchase intentions and product evaluations. Although the attractiveness of streamers has a less significant direct impact on purchase intentions, it still positively influences product evaluations. Furthermore, higher product evaluations are associated with stronger purchase intentions. The study finds that the refinement of logistics and after-sales services by livestreaming platforms plays a crucial role in enhancing both product evaluations and purchase intentions. These insights provide valuable recommendations for improving the quality of livestreaming e-commerce and stimulating consumer spending, contributing to its further development.