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The ability of online influencers in e-commerce livestreams to provide clear and intuitive insights into merchandise significantly shapes and drives consumer spending intentions. This study explored factors affecting purchase intention and the impact of livestream influencers on consumers in Guangzhou, Guangdong Province, China, using a quantitative approach. The sample included consumers who watched livestreams on various social media platforms. Data analysis involved tables and weighted means to assess factors influencing purchase intention, the effects of livestream influencers, and the relationship between consumer profiles and purchase intention. Key findings indicated that factors such as social networking opportunities, efficiency of methods, and popularity significantly influenced purchase intentions, with social networking opportunities having the highest impact. The study also found that livestream influencers most strongly affected purchase decisions, followed by purchase intention and customer engagement. Additionally, there was a significant relationship between consumer profiles—specifically age, income, years of e-commerce usage, and frequency of platform use—and purchase intention, with educational attainment showing the strongest correlation. However, sex and the specific e-commerce platform used were not significant factors. The study's strategic plan provided recommendations for improving sales and consumer engagement on livestream platforms. The study concluded that livestream platforms significantly influence consumer purchases and contribute to increased sales and profits for enterprises, with recommendations directed at consumers, influencers, businesses, and the government.
Yang et al. (Sat,) studied this question.