Analysis of the Influence of Host Characteristics on Consumer Purchase Intention in E-commerce Livestreaming
DOI:
https://doi.org/10.54097/2fg9gr63Keywords:
E-commerce livestreaming, Host characteristics, Consumer purchase intentionAbstract
In the current e-commerce livestreaming environment, the host serves as a crucial bridge between products and consumers. The characteristics of these hosts significantly influence consumer purchase intentions. With the booming growth of the e-commerce livestreaming industry, an increasing number of consumers are turning to livestreams to learn about and purchase products. Factors such as the hosts' demeanor, professional competence, and interactive abilities have become significant in influencing consumer decisions. The livestreaming environment offers a more intuitive, clear, and convenient shopping experience, encouraging consumers to explore products through livestreams and fostering a desire to purchase. Given the relatively recent development of e-commerce livestreaming, the mechanisms by which various factors influence consumer purchase intentions are not yet fully understood. Therefore, it is necessary to adopt scientific measures based on actual conditions to enhance the professionalism and visibility of e-commerce hosts during broadcasts, improve the quality of product information disclosure, and strengthen consumers' perceived value and trust in livestreaming, thereby enhancing their purchase intentions.
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