Abstract
With the rapid development of e-commerce, live streaming has become an important channel for marketing as an emerging sales model. As the core of this model, the personality and features of the live streamer have a significant impact on the audience s purchasing decisions. This paper analyzes the impact of the live streamers language, behavior, and interaction methods on customer purchase intention by qualitative analysis and observing live streamer videos and social media comments of Dong Yuhui, a best-known live streamer of the Oriental Selection Live Stream. The study found that the live streamer s professionalism, sense of humor, and trustworthiness are key factors that influence customer purchase decisions.
Published Version
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