Research on the Impact of E-commerce Livestreaming on Consumer Decision Making in the Era of Internet Celebrity Economy

Abstract

Under the dual promotion of social media and e-commerce platforms, a group of internet celebrities with massive fan followings have emerged. This article aims to investigate the impact of e-commerce livestreaming on consumers in the era of internet celebrity economy. With the rapid development of the internet, the internet celebrity economy has flourished and become a significant digital economic model. At the same time, e-commerce livestreaming, as a crucial monetization method in the internet celebrity economy, has also experienced rapid growth in the e-commerce industry. This research delves into the influence of e-commerce livestreaming on consumer purchasing behavior and consumption habits.