The Impact of Live-Streamed Selling on Consumer Purchasing Behavior

In recent years, with the rapid development of the Internet and major e-commerce platforms, "live-streamed selling" as a novel marketing method has entered the vision of consumers and gradually become an important way to market goods to consumers. In addition, economic development has enriched people's material life and increased the frequency of people using the Internet, which further increases the possibility of live streaming to attract consumers and increase purchasing behavior. This paper aims to discuss the impact of live-streamed selling on consumer behavior, mainly focusing on the impact of commodity characteristics, anchor characteristics, atmosphere and after-sales service on consumer behavior in the process of live delivery. In addition, this paper also discusses the impact and distress of live delivery on consumer behavior and puts forward some countermeasures. However, live-streamed selling faces challenges like information asymmetry, false propaganda, and counterfeiting due to inadequate supervision. The study suggests strict product quality checks, enhanced after-sales services, and improved supervision mechanisms to ensure reliable, authentic, and safe sales practices.