Factors influencing consumer purchase behavior toward live streaming commerce

With the development of internet technique and bandwidth, live streaming has become an important application for both people and enterprises to timely show their idea, performance, life, activities and etc. More and more enterprises are willing to adopt the application of live streaming platforms as a marketing tool to sell their products. Meanwhile, internet celebrities are the key role via live streaming platforms to promote enterprises’ products and services. It becomes more and more important for enterprises to apply live streaming platforms to electronic commerce to achieve innovative and hedonic marketing effects. This study tries to deal with the gap between the practical implementation and the idea strategy to increase the possibility of customers’ purchase behaviors of applying live streaming platforms