The Impact of Live E-commerce on Consumers' Willingness to Shop: Beauty and Food Areas

Abstract

Numerous academics have been researching live e-commerce as its form and content continue to diversify and as more platforms become engaged. This article synthesises the results of research on the impact of food and beauty live streaming e-commerce content and the performance of its anchors on consumer purchase intentions. Research has shown that both the content of the live stream and the performance of the anchor have a positive effect on consumer purchase intentions. For food live streaming e-commerce, the credibility of the anchor, social interaction and immersive experience all have a positive impact on consumer purchase intention. For beauty live broadcasts, the provision of free trial samples and the anchors rewarding sales language have a positive impact on consumers purchase intention. In addition, this paper also find that the same stimuli in beauty and food live streaming e-commerce have different impacts on consumers purchase intention. Audiences of beauty products are more inclined to get effective product information and rewards in a short period of time, while audiences of food products are more inclined to a sense of experience and inspiration. Finally, this study suggests directions in which future research could be conducted on the impact of technological developments in the live streaming e-commerce room on consumer purchase intentions.