Abstract
This study investigates the impact of e-commerce live streaming on consumer purchasing behavior, focusing on the current market size, the promotion efforts of mainstream media and businesses, and conversion rates. The results show that the market for live streaming is expanding rapidly, with businesses and media viewing it as a key traffic source and marketing tool. The conversion rate of live stream content is also higher than traditional e-commerce marketing methods. However, the influence of live streaming is not entirely positive, highlighting the need for increased regulation and more rigorous market standards. E-commerce platforms and influencers must also deepen their understanding of consumer needs to build trust and optimize their content to suit purchasing behavior.
Published Version
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