Do Streamers' Personal Characteristics Affect Consumers' Purchase Desire in Live-Streaming E-Commerce? An Empirical Study on Streamers' Live-Streaming Process

Abstract

With the Chinese online consumption model continuously updating and developing, the competition between e-commerce platforms and sellers is becoming increasingly fierce. To promote their products and services to consumers, enterprises must understand more about consumers’ purchase decisions in the market. Compared to the past, consumers now have more choices in the selection of various commodities and purchase channels. Many studies have explored various factors that influence consumers’ purchase decisions in live streaming e-commerce, such as price promotion, streaming media credibility, platform design and interactivity. However, most of them have neglected the role of streamers’ information characteristics, which refer to the information that streamers convey to consumers through their appearance, voice, language and behaviour during live streaming. This research object of this study is to find out the relationship between streamers’ information characteristics and decision making. The collected data was collated and analyzed using SPSS as the main analysis tool to obtain relevant factors affecting consumers’ purchase decisions. Based on the research results, corresponding suggestions are put forward to provide some valuable references for sellers and consumers.