Key Factors Affecting Consumers' Purchase Intention in Live Streaming E-Commerce

Live streaming e-commerce is a new mode of shopping that has been introduced over recent years. Understanding the factors affecting consumers' purchase intention is becoming increasingly critical. The purpose of this paper is to present an empirical analysis of consumers' purchase intention in live streaming e-commerce. An inductive qualitative approach was followed. Using the research method of interview, twenty-eight consumers were selected as research samples to explore what factors affect consumers' purchase intention. The interview data was analyzed using a thematic analysis method. The results of this research contain a categorization of seven different key factors, namely streamer's credibility, product evaluation, platform design, price promotion, perceived value, live interactivity and service integrity, together with the interrelationships between them. This study contributes to the literature of live streaming e-commerce, consumer purchase intention and marketing by bridging three disciplines and provides a constructive insight into live streaming e-commerce merchants.