The rapid advancement of the Internet and information technology has facilitated the emergence of live-streaming as a novel business model in recent years (Wongkitrungrueng & Assarut, 2020)^[1]. Comprising elements of "live-streaming + social networking + e-commerce," this model has garnered increasing attention due to the escalating competition within the online retail sector and the growing consumer demand for enhanced shopping experiences(Ma et al., 2022)^[2]. Consequently, many e-commerce platforms and sellers integrate "live-streaming" into their marketing strategies to adapt to the evolving commercial landscape. This approach drives significant sales increases for businesses and fosters stronger brand loyalty among consumers (Liu et al., 2022)^[3]. Moreover, live-streaming has evolved beyond merely satisfying consumers' online shopping needs. It extends its reach into philanthropy and rural development, attracting extensive scholarly interest (Yu & Zhang, 2022)^[4]. However, despite its significance, academic study on the impact of live-streaming on consumer behavior remains in its nascent stages, and most of the research mainly explores the influence of live-streaming on online purchase intention from the perspectives of platforms, streamers, and consumer psychology. As live-streaming represents a complex interplay of various stimuli, it is imperative to explore how consumers' perceptions of value under multiple live-streaming stimuli affect their online purchasing intentions.

Fang Li, Manuelita G. Valencia. The Influencing Factors of Live-streaming on Consumers' Purchase Intention. Academic Journal of Business & Management (2024) Vol. 6, Issue 7: 262-267. https://doi.org/10.25236/AJBM.2024.060736.

[1] Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543–556.  

[2] Ma, L., Gao, S., & Zhang, X. (2022). How to Use Live Streaming to Improve Consumer Purchase Intentions: Evidence from China. Sustainability, 14(2), 1045.

[3] Liu, X., Zhang, L., & Chen, Q. (2022). The effects of tourism e-commerce live streaming features on consumer purchase intention: The mediating roles of flow experience and trust. Frontiers in Psychology, 13, 995129.  

[4] Yu, Z., & Zhang, K. (2022). The Determinants of Purchase Intention on Agricultural Products via Public-Interest Live Streaming for Farmers during COVID-19 Pandemic. Sustainability, 14(21), 13921.  

[5] Ma, Y. (2021). To shop or not: Understanding Chinese consumers’ live-stream shopping intentions from the perspectives of uses and gratifications, perceived network size, perceptions of digital celebrities, and shopping orientations. Telematics and Informatics, 59, 101562.  

[6] Hu, M., & Chaudhry, S. S. (2020). Enhancing consumer engagement in e-commerce live streaming via relational bonds. Internet Research, 30(3), 1019–1041.

[7] Li, G., Jiang, Y., & Chang, L. (2022). The influence mechanism of interaction quality in live streaming shopping on consumers’ impulsive purchase intention. Frontiers in Psychology, 13.

[8] Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37, 100886.

[9] Xu, X., Wu, J., & Li, Q. (2020). What Drives Consumer Shopping Behavior in Live Streaming Commerce. Journal of Electronic Commerce Research, 21(3), 144–167.

[10] Zhou, R., & Tong, L. (2022). A study on the influencing factors of consumers’ purchase intention during livestreaming e-Commerce: The Mediating Effect of emotion. Frontiers in Psychology, 13.

[11] Park, H. J., & Lin, L. M. (2020). The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement. Journal of Retailing and Consumer Services, 52, 101934.

[12] Zhong, Y., Zhang, Y., Luo, M., Wei, J., Liao, S., Tan, K., & Yap, S. S. (2022). I give discounts, I share information, I interact with viewers: a predictive analysis on factors enhancing college students’ purchase intention in a live-streaming shopping environment. Young Consumers, 23(3), 449–467.

[13] Chen, H., Zhang, S., Shao, B., Gao, W., & Xu, Y. (2021). How do interpersonal interaction factors affect buyers’ purchase intention in live stream shopping? The mediating effects of swift guanxi. Internet Research, 32(1), 335–361.

[14] He, W., & Jin, C. (2022). A study on the influence of the characteristics of key opinion leaders on consumers’ purchase intention in live streaming commerce: based on dual-systems theory. Electronic Commerce Research.

[15] Wang, X., Aisihaer, N., & Aihemaiti, A. (2022). Research on the impact of live streaming marketing by online influencers on consumer purchasing intentions. Frontiers in Psychology, 13.

[16] Zhao, Q., Chen, C., Cheng, H., & Wang, J. (2018). Determinants of live streamers’ continuance broadcasting intentions on Twitch: A self-determination theory perspective. Telematics and Informatics, 35(2), 406–420.

[17] Xu, X., Luo, X., Wu, K., & Zhao, W. (2021). Exploring viewer participation in online video game streaming: A mixed-methods approach. International Journal of Information Management, 58, 102297.

[18] Hilvert-Bruce, Z., Neill, J. T., Sjöblom, M., & Hamari, J. (2018). Social motivations of live-streaming viewer engagement on Twitch. Computers in Human Behavior, 84, 58–67.

[19] Chan, T. K., Cheung, C. M., & Lee, Z. W. (2017). The state of online impulse-buying research: A literature analysis. Information & Management, 54(2), 204–217.

[20] Dong, X., & Wang, T. (2018). Social tie formation in Chinese online social commerce: The role of IT affordances. International Journal of Information Management, 42, 49–64.

[21] Dhingra, S., Gupta, S., & Bhatt, R. (2020). A study of relationship among service quality of E-Commerce websites, customer satisfaction, and purchase intention. International Journal of E-business Research, 16(3), 42–59.

[22] Lin, S., Tseng, H., Shirazi, F., Hajli, N., & Tsai, P. (2022). Exploring factors influencing impulse buying in live streaming shopping: a stimulus-organism-response (SOR) perspective. Asia Pacific Journal of Marketing and Logistics, 35(6), 1383–1403.

[23] Aljabari, M. A., Joudeh, J. M., Aljumah, A. I., Al-Gasawneh, J., & Daoud, M. K. (2023). The impact of website quality on online purchase Intention: The Mediating Effect of e-WOM, Jordan Context. International Journal of Professional Business Review, 8(6), e02143. 

[24] Guo, L., Hu, X., Lu, J., & Ma, L. (2021). Effects of customer trust on engagement in live streaming commerce: mediating role of swift guanxi. Internet Research, 31(5), 1718–1744.

[25] Li, Y., & Peng, Y. (2021). What drives gift-giving intention in live streaming? The perspectives of emotional attachment and flow experience. International Journal of Human-computer Interaction, 37(14), 1317–1329.

[26] Guo, Y., Zhang, K., & Wang, C. (2022). Way to success: Understanding top streamer’s popularity and influence from the perspective of source characteristics. Journal of Retailing and Consumer Services, 64, 102786.

[27] He, Y., Li, W., & Xue, J. (2022). What and how driving consumer engagement and purchase intention in officer live streaming? A two-factor theory perspective. Electronic Commerce Research and Applications, 56, 101223.

[28] Zhou, M., Huang, J., Wu, K., Huang, X., Kong, N., & Campy, K. S. (2021). Characterizing Chinese consumers’ intention to use live e-commerce shopping. Technology in Society, 67, 101767.

[29] Liu, C., Bao, Z., & Zheng, C. (2019). Exploring consumers’ purchase intention in social commerce. Asia Pacific Journal of Marketing and Logistics, 31(2), 378–397.

[30] Chen, A., Lu, Y., & Wang, B. (2017). Customers’ purchase decision-making process in social commerce: A social learning perspective. International Journal of Information Management, 37(6), 627–638.

[31] Pop, R., Hlédik, E., & Dabija, D. (2023). Predicting consumers’ purchase intention through fast fashion mobile apps: The mediating role of attitude and the moderating role of COVID-19. Technological Forecasting and Social Change, 186, 12211.

[32] Liu, C., Bao, Z., & Zheng, C. (2019). Exploring consumers’ purchase intention in social commerce. Asia Pacific Journal of Marketing and Logistics, 31(2), 378–397. 

[33] Zhu, P., Liu, Z., Li, X., Jiang, X., & Zhu, M. X. (2022). The influences of livestreaming on online purchase intention: examining platform characteristics and consumer psychology. Industrial Management & Data Systems, 123(3), 862–885.

[34] Zhang, M., Qin, F., Wang, G. A., & Luo, C. (2019). The impact of live video streaming on online purchase intention. The Service Industries Journal, 40(9–10), 656–681.

[35] Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314–324.

[36] Qalati, S. A., Vela, E. G., Li, W., Dakhan, S. A., Thuy, T. T. H., & Merani, S. H. (2021). Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping. Cogent Business & Management, 8(1).

[37] Trivedi, J., & Sama, R. (2019). The effect of influencer marketing on consumers’ brand admiration and online purchase intentions: An Emerging Market perspective. Journal of Internet Commerce, 19(1), 103–124.

[38] Lu, B., & Chen, Z. (2021). Live streaming commerce and consumers’ purchase intention: An uncertainty reduction perspective. Information & Management, 58(7), 103509.

[39] Chen, C., Zhao, Q., & Wang, J. (2020). How livestreaming increases product sales: role of trust transfer and elaboration likelihood model. Behaviour & Information Technology, 41(3), 558–573

[40] Guo, J., Li, Y., Xu, Y., & Zeng, K. (2021). How live streaming features impact consumers’ purchase intention in the context of Cross-Border E-Commerce? A research based on SOR theory. Frontiers in Psychology, 12.

[41] Hilvert-Bruce, Z., Neill, J. T., Sjöblom, M., & Hamari, J. (2018). Social motivations of live-streaming viewer engagement on Twitch. Computers in Human Behavior, 84, 58–6.