- 期刊
Influencing Factors of Consumers' Purchase Intention in Live Streaming E-commerce: A Literature Review
摘要
More and more consumers choose to make shopping decisions by watching the live broadcast at home, and live streaming has also become an important tool for businesses to attract customers.However, the rapid development of the e-commerce mode of ＂live commerce＂ has also led to the low traffic conversion rate of most anchors 'live broadcast rooms, and the effect of selling goods is not ideal. In the situation of live streaming e-commerce, it is of great significance to study the influencing factors affecting consumers' purchase intention to improve the marketing effect of live streaming e-commerce. Through reading the domestic and foreign literature, this paper reviews the previous researches from the perspective of individual internal factors and external direct stimulus factors.Individual internal factors are selected from the perspectives of perceived value and flow experience, while the external direct stimulation factors combine the characteristics of livestream e-commerce shopping to analyze and summarize from three aspects: products, anchors and audience..Finally, the paper points out the shortcomings of the existing research and the prospect of the future research direction, hoping to provide reference for the future empirical research.