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As an emerging sales mode, live streaming e-commerce is currently a hot spot and has attracted much attention. Different from the existing literature, this paper takes an empirical perspective and conducts a questionnaire survey and empirical analysis on the influencing factors of channel selection and purchase intention among live streaming e-commerce consumers, and deduces the optimization strategy of live streaming e-commerce of brand suppliers from the perspective of consumers. First, we screened out two major factors influencing purchase intention, product characteristics and anchor characteristics, through offline interviews and literature review. Then, we refined and extracted five independent variables: product quality, price preference, anchor professionalism, anchor interactivity, and anchor attractiveness. Secondly, we investigated consumers' preferences for live streaming channels through questionnaires, especially introduced the type of live streaming channels as a moderator into the analysis of factors affecting consumers' purchase intention. Finally, according to the results of data analysis, we put forward optimization suggestions for brand suppliers' live streaming channel selection strategy and sales strategy. The research results have certain reference significance for brand suppliers' live streaming channel selection and sales strategy.
Sun et al. (Fri,) studied this question.