Research on the Impact of Live-streaming E-commerce Marketing Characteristics on Purchase Intention: The Mediating Role of consumer Well-being

Abstract

Live-streaming e-commerce is thriving, with strong cohesion among the three parties: influencers, products, and the online platform, which significantly influences consumers’ purchase intention. This study examines 519 consumers with experience in live-streaming e-commerce as research subjects. Based on the perspective of consumer happiness, a theoretical model is constructed, and empirical research reveals the following findings: the marketing characteristics of live-streaming e-commerce (authenticity, interactivity, stimulation, and entertainment) have a significant positive impact on purchase intention and consumer happiness. Consumer happiness has a positive impact on purchase intention. Consumer happiness plays a positive mediating role in the impact of the marketing characteristics of live-streaming e-commerce (authenticity, interactivity, stimulation, and entertainment) on purchase intention. The research conclusions are beneficial for businesses in formulating and implementing live-streaming e-commerce marketing strategies and promoting customer involvement