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September 24, 2025Studies in Media and CommunicationOpen Access

The Impact of Live - streaming E-commerce on Consumer Behaviour in China

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Live streaming e-commerce significantly shapes consumer behaviour, driven by public image and engagement.
A recent study highlights that consumer enjoyment and streamer image are crucial factors affecting purchasing decisions.
Analysis using consumer behavior surveys reveals that price promotions and streamer interactions are also influential.
Understanding these dynamics may enable brands to tailor their marketing strategies effectively for greater impact.

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Implication

Observational analysis shows live streaming e-commerce influences consumer behaviour in China, highlighting key factors like price promotions and engagement.

Cite This Study

Zhang et al. (2025) studied this question.

synapsesocial.com/papers/68d6d8ba8b2b6861e4c3eff2 https://doi.org/10.11114/smc.v14i1.7985

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Implication

Observational analysis shows live streaming e-commerce influences consumer behaviour in China, highlighting key factors like price promotions and engagement.

The Impact of Live - streaming E-commerce on Consumer Behaviour in China

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Discussion

Implication

Cite This Study

The Impact of Live - streaming E-commerce on Consumer Behaviour in China

Key Points

Discussion

Implication

Cite This Study

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