Factors Driving and Inhibiting Consumer Purchase Intention on Livestream E-commerce Platforms in the Influencer Economy: A Case Study of East Buy

Livestream e-commerce now comprises a large share of China's online shopping, but the purchase intention it generates depends on a delicate balance between what supports buying and what dissuades it. How these forces operate together inside a single company, and not as separate variables in one survey model, is yet to be fully understood, and that is important for the long-term success of the business model. Drawing on East Buy as an example, this paper analyses how streamer expertise, real-time interaction and perceived value can help drive purchase intention, and how over-reliance on key livestreamers, negative online information and product uncertainty can undermine it. Professional knowledge, social presence, trust and multiple dimensions of consumption value are associated with a higher willingness to buy. On the other hand, heavy reliance on individual hosts and negative online comments weakens consumer confidence and increases the firm's operational and reputational risk. This paper suggests four managerial responses: cultivating brand-level customer relationships, tightening public-opinion monitoring and response, ensuring product quality control and information disclosure, and aligning knowledge-based content, interaction and value delivery more closely. The results provide practical advice for livestream retailers who are looking to keep customer trust while managing growth-related risks.