The Impact of E-commerce Livestreaming on the Purchasing Behavior of Chinese Nationals

Abstract

The onset of COVID-19 in December 2019 dealt a devastating blow to offline consumption. However, it also accelerated the emergence of certain phenomena, including the rapid rise of the e-commerce livestreaming. This represents an innovative exploration of market operations and profit models using new network media. E-commerce live-streaming content aims to convert live video viewers into online store buyers. The main purpose of e-commerce livestreaming is to convert viewers into online store buyers and promote product sales. During the live-streaming process, hosts showcase and introduce products, demonstrate their usage, answer viewers' questions, and enhance their awareness and desire to purchase, thereby achieving promotional goals. In addition, through live streaming interactions and creating a good user experience, e-commerce platforms, and brands can increase user loyalty and brand awareness, and improve market share, and competitiveness. Therefore, e-commerce livestreaming has become an important component of marketing strategies for major e-commerce platforms and brands. However, previous literature pertaining to social media has predominantly focused on issues such as the adoption of social media, user engagement, knowledge contribution, as well as the utilization of social media as a marketing intelligence tool by businesses. There are few discussions about the direct or indirect impact of this content on consumer behavior. This article analyzes the impact of e-commerce livestreaming on the purchasing behavior of Chinese nationals and infers the reasons for the conversion, focusing on one of the more intuitive consumption phenomena.