A Study of Influencing Factors on Consumer Purchase Decisions in DOU YIN Live Streaming with Goods

Driven by the wave of digitalisation, e-commerce is undergoing unprecedented changes. the official launch of Jitterbug in September 2016 not only marked the arrival of the short video era, but also an important milestone in the transformation of e-commerce to social e-commerce. Thanks to its unique algorithm and user stickiness, DOU YIN has risen to become a leader in China's short video industry in just a few years. The innovative journey of the platform business model built behind it provides new ideas for the transformation and modernisation of traditional e-commerce enterprises. Interactions and connections between users have become more frequent, and live streaming with goods as a new e-commerce model has risen rapidly to become an important force in the e-commerce industry. It has impacted the lifestyle and shopping style of modern people, bringing consumers a new shopping experience, especially on China's social media platforms, and live streaming has become a new trend in the development of e-commerce. This study intends to explore the main factors influencing consumers' purchase decisions and consumer psychology in DOU YIN's live-streaming bandwagon. Finally, it is hoped that this study can provide useful reference and inspiration for the development of live e-commerce, and it is also hoped that consumers can pay more attention to their own consumer rights and shopping experience while enjoying the convenience and fun brought by live shopping.