UNDERSTANDING CHINESE CONSUMERS' PURCHASE DECISIONS IN LIVE STREAMING E-COMMERCE: THE INFLUENCE OF PRODUCT INDIVIDUALIZATION AND PLATFORM LOYALTY

Abstract

This study explores the factors that influence the purchase decisions of Chinese consumers in live streaming e-commerce, with a particular focus on the impact of product individualization and platform loyalty. Using Structural Equation Models (SEM), the study analyzed data from 400 respondents who had experience in, or were willing to participate in, live streaming e-commerce shopping in China. The results showed that product individualization and platform loyalty had a significant impact on consumers' purchase decisions. However, price, promotion, and interaction had no significant influence. The study also found that the public image of live streamers significantly influenced platform loyalty on purchase decisions.

The study provides implications for businesses and e-commerce platforms to better understand Chinese consumers' purchase decisions in live streaming e-commerce. With the popularity of live streaming e-commerce in China, brands have achieved rapid sales growth and wider brand exposure. However, understanding the factors that influence purchase decisions can help businesses and e-commerce platforms to optimize their marketing strategies and improve customer satisfaction