Live streaming interaction, product attributes, and purchase intention: Basis for customer journey improvement framework

The digital economy's advancement has given rise to the prevalence and efficacy of live streaming in e-commerce, establishing it as a prominent marketing strategy in the realm of online shopping.This marketing method overcomes the shortcomings of traditional offline marketing and is not limited by time, place, and space.It greatly improves consumers' shopping experience and at the same time becomes very important in effectively promoting product sales.Through live broadcasts, consumers can understand products more intuitively and participate in live-streaming interactions.During the interaction process, they will follow the characteristics of the anchor, form positive consumer emotions, generate purchasing intentions, and then promote purchasing journey.This study sets three variables: live streaming interaction, product attributes and purchase intention.Through quantitative analysis and 385 questionnaire survey results, it was found one thing that personalization of live-streaming interaction can allow consumers' problems to be solved in a targeted manner, the responsiveness of live-streaming interaction can improve consumer satisfaction, and the entertainment of live-streaming interaction can solve consumer problems, get targeted solutions.Promote active participation of consumers.The reciprocity of interactive activities and live-streaming interactions can promote the sharing of shopping experiences between anchors and consumers, consumers and other consumers, and is conducive to impulse buying behavior and improve purchase behavior and customer journey.