At the end of 2019, the novel coronavirus pneumonia "COVID-19" broke out, and the sudden outbreak has greatly changed people's lifestyle. The spread of the “COVID-19” has restricted offline activities, and the way of shopping has been transformed into online shopping. Under this social background, the new shopping method online live-streaming shopping has entered people’s life and has been quickly accepted by the public. The rapid development of internet technology makes the iterative updating of things more frequent, at this time, live-streaming shopping developed rapidly, and more and more people are willing to focus on live-streaming shopping rather than traditional shopping methods. However, the factors affect online shopping remain to be researched.

Xi Gao. Factors Affecting Consumers' Early Stage and Continuous Online Shopping Behaviour. Academic Journal of Business & Management (2024) Vol. 6, Issue 3: 218-228. https://doi.org/10.25236/AJBM.2024.060327.

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