LITERATURE REVIEW ON THE IMPACT OF LIVE E-COMMERCE ON CONSUMER PURCHASE INTENTION

With the rapid development of e-commerce, webcasting, as an emerging marketing tool, is gradually becoming an important tool for enterprises to attract consumers and promote sales. By systematically reviewing and analyzing the existing domestic and international related literature, we explore the influencing factors of webcasting on consumers' purchase intention. It is found that the performance of anchors and consumers in webcast sales, the cost-effectiveness of goods, and the internal and external information of the platform all have an important impact on consumers' purchase decisions. In addition, webcasting enhances consumers' purchase confidence through the role of factors such as perceived value and affective attitudes. Although current research provides many valuable insights, further exploration is needed regarding the influence mechanisms of webcasting in different cultural contexts and product categories. This paper aims to provide references for academics and businesses to facilitate the optimisation and application of webcasting marketing strategies.