Live streaming e-commerce is experiencing a remarkable rise. With the growing digital penetration and the burgeoning popularity of digital platforms among young consumers, it has become a dominant force. A recent study shows that a live streamer's public image and the pleasure consumers derive from live streaming are the most potent factors shaping Chinese consumer behavior. Price promotions and consumer-streamer interaction also play significant roles. This research is of great relevance to live streaming e-commerce brands. By leveraging this in - depth understanding of consumer preferences, they can formulate targeted marketing strategies, which in turn are likely to boost consumer purchase intentions and drive business growth.
Zhang et al. (Mon,) studied this question.
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