Live streaming shopping has become more and more popular in recent years, so it is quite necessary to illustrate how we can increase the customers’ purchase intention. A mixed-method study is developed, including an interview of broadcaster’s perspective and a survey of customers' perspectives to learn about consumers' concerns when shopping on live streaming platforms. The research was approached interactively, adapting the method in response to the findings discovered from the interviews. Few consumers have a habit of watching live streaming shopping regularly. Consumers want to try something new on the live streaming platform no matter bought this product or have seen this brand before. Broadcaster’s identification has not affected consumer’s purchase intention much. However, the consumer would trust broadcasters and choose to buy products from their live room. From the broadcaster’s perspective, they need a platform to teach them from zero to one, and network traffic is a big problem for them. In addition, product trust is more effective than broadcaster trust for the moment. Therefore, sellers are needed to improve their communication and describing skills. This paper also emphasized that the e-commerce approach should not only be competitive in terms of pricing but also in terms of quality in order to meet client demand. Furthermore, many customers believe that false propaganda should not be broadcast on live streaming platforms. As a result, broadcasters should be professionally and skillfully trained. This paper will give broadcaster and e-commerce companies suggestions on the affection of purchase intention during live streaming shopping. In addition, this paper gives future studies some basic studies and suggestions.
Factors Influencing Consumers Purchase Intention on The Live Streaming Shopping Platform in China
