The Influence of "Opinion Leaders" in E-commerce Live Streaming on Consumer Purchase Intention

Abstract

With the gradual popularization of the Internet, sales methods have also undergone significant changes. Major online live streaming platforms are now extensively utilized for product sales. Moreover, people's perception of sales has undergone considerable transformations. In recent years, e-commerce live streaming has experienced a remarkable development, evolving from a form of entertainment into a vital channel for information acquisition, social interaction, and sales. Compared to traditional sales channels, e-commerce live streaming possesses numerous advantages and provides a new model for product circulation. The "opinion leaders" in e-commerce live streaming directly influence consumers' willingness to purchase products. Through an analysis of various aspects, this study aims to provide essential insights for further improving the e-commerce live streaming sales system.