Abstract:

The purchase intention of consumers in live streaming is a key determinant of B2C e-commerce survival, competitive advantage and long-term success. In the previous literature, consumers' purchase intention can be subdivided into several types:. According to the literature review, we find that there are many aspects affecting the purchase intention in e-commerce live streaming, and there are many influencing factors, including the live streamer, the product itself, and the live streaming platform. The aim of this paper is to build a model based on SOR and to incorporate relevant factors between independent and latent variables, including trust and impulsivity. This model provides more understanding of the factors that affect consumers' purchase intention in e-commerce live streaming. This study also proposes hypotheses and develops structural equation models for further empirical research.