Key Factors Influencing Purchase Intention in Live Streaming Platforms: A Conceptual Paper

This paper explores the factors influencing purchase intention in live-streaming commerce, focusing on the evolving dynamics of digital business and the conversion of website traffic into sales. Platforms such as TikTok, Shopee, and Lazada are discussed as examples of successful digital strategies. The paper emphasizes the transformative impact of the digital age on business practices, particularly in the context of live-streaming commerce. Key areas of focus include the roles of online customer reviews, influencer marketing, information richness, and customer engagement in shaping consumer purchase intention. By examining these elements, the paper aims to provide a conceptual framework for marketers to refine their strategies in the rapidly changing landscape of live-streaming commerce. This work contributes to the ongoing discourse on the potential and challenges of media-based marketing interventions in the digital era.