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This is a Quantitative Study study.

How does E-commerce live streaming affect Chinese consumers' purchase intention

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E-commerce live streaming significantly influences consumers' purchase intentions in China, demonstrating its marketing potential.
The analysis highlights the interaction between consumers, sellers, and platforms, revealing their critical roles in purchase decisions.
Using a questionnaire survey, the study elaborates on how technical features and service quality affect buying behavior.
Findings may guide e-commerce websites to enhance live streaming strategies, improving market competitiveness.

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This study reveals how e-commerce live streaming affects purchase intentions in consumers, suggesting important marketing implications.

Qi et al. (2025) studied this question.

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