Exploring the Factors Influencing Consumer Purchase Intention of Luosifen in E-commerce Live Streaming

This study explores the key factors influencing consumer purchase intention of Luosifen in the context of e-commerce live streaming. As an emerging sales model, e-commerce live streaming significantly transforms the retail landscape through real-time product demonstrations, interactive exchanges, and instant feedback, especially during the COVID-19 pandemic, enhancing consumer shopping experience and purchase intentions. This study analyzes how product symbolism, price discount, influencer impact, and consumer impulsivity traits affect consumers purchase intentions. A quantitative research method was employed, collecting data through a questionnaire survey from consumers who frequently participate in e-commerce live streaming and have purchased Luosifen. Descriptive statistics, reliability and validity tests, correlation analysis, regression analysis was conducted using SPSS and AMOS software. The results indicate that product symbolism, price discount, influencer impact, and consumer impulsivity traits significantly positively influence purchase intentions. Based on these findings, this paper proposes practical recommendations, including Enhance Product Symbolism, Optimize Price Discount Strategies, Leverage Influencer Impact, Cater to Consumer Impulsivity. These strategies are expected to improve consumer purchase intentions, increase sales, and promote brand loyalty.