Comparative Analysis of the Impact of the Live Streaming Economy on Consumer Online Consumption Behavior Before and After the COVID-19 Pandemic
Abstract
The influencer economys rise and live streaming advancements have diversified Chinas internet economy. COVID-19 significantly boosted
e-commerce live streamings popularity, making it a consumption hotspot. Utilizing Affective-Behavioral-Cognitive (ABC) attitude theory
and Stimulus-Organism-Response (S-O-R) theory, the study designed scales and questionnaires to assess e-commerce live streamings impact
on consumer purchase intention across pandemic stages. Analyzing 710 valid samples revealed high interactivity, promotional policies, trust,
content quality, and influencer professionalism positively affect purchase intention, whereas perceived risk has a negative impact. Consumer
attitudes partially mediate this relationship, with significant differences observed across ages, spending levels, and platforms like Tmall
Taobao and Douyin. These insights inform tailored marketing strategies and market segmentation. Keywords include COVID-19, e-commerce
live streaming, and consumer purchase intention.
Keywords
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DOI: http://dx.doi.org/10.18686/frim.v2i2.3997
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