The Impact of Live-streaming E-commerce on Consumers' Willingness to Purchase Food——Take EASTBUY as an Example

The combination of live-streaming and e-commerce is fundamentally changing the way consumers purchase food. As people's consumption levels increase, the requirements for food quality are becoming more stringent. This paper is based on the first three stages of the AISAS model (attention, interest, search) to collate the seven factors affecting consumers' food purchase intention. The regression analysis indicates that consumers' purchase intention is positively influenced by food quality and safety, taste, discounts, anchor charm, product service guarantee, and time pressure. Therefore, live-streaming e-commerce companies should pay more attention to these six aspects. EASTBUY can be analyzed as an example of other live-streaming e-commerce companies. Other live-streaming companies can learn from the six advantages of the EASTBUY. This study provides EASTBUY and other live-streaming companies with suggestions on how to improve their live-streaming performance.