An Empirical Study of Consumer Purchase Behavior in Live Commerce

抄録

In recent years, live-commerce has rapidly developed into a major force in China’s digital economy, offering consumers real-time interaction and convenient shopping experience. Despite its popularity and economic impact, concerns over product quality, streamer professionalism, and platform governance highlight the need for a deeper understanding of what drives consumer behavior in the context. This study examines how influencer-led live commerce affects consumer purchase intentions through the stimulus-organism-response model. Specifically, it explores the influence of content characteristics, streamer attributes, product features, and platform-related factors. Using a sample of 212 respondents, this research employs seemingly unrelated regression analysis to test the hypotheses. The results indicate that the entertainment of live commerce content, streamer interactivity, and streamer fame significantly enhance perceived utilitarian value, perceived trust, and hedonic value. In turn, perceived trust and hedonic value strongly drive consumer purchasing behavior, while perceived utilitarian value has limited impact. Interestingly, factors, such as product quality, product features, platform regulation, and after-service exhibit weaker or inconsistent effects. These findings offer practical insights for live commerce platforms, streamers, and marketers aiming to optimize engagement and enhance consumer purchasing intentions.