KEY FACTORS AFFECTING CONSUMER PURCHASE DECISIONS IN TAOBAO LIVE STREAMING COMMERCE IN CHINA

Abstract Live e-commerce is an emerging shopping model in recent years. With the continuous development of live broadcast commerce around the world, live broadcast commerce has become an indispensable part of online shopping for many consumers. Social interaction is a common activity in live broadcast commerce. When there is social interaction between the anchor and consumers or between consumers and consumers, it may have an impact on consumers' purchasing decisions. This study explores how social interactions and consumer reviews of live-streaming commerce influence consumers' purchasing decisions. Based on the current development status of live broadcasting, this article sorts out and summarizes the literature that affects consumers' purchase decisions in live broadcast e-commerce from the two key factors of social interaction and consumer comments. To this end, this study draws on social influence theory and use-gratification theory and uses quantitative research methods to investigate Chinese Taobao live broadcast business users. The findings show that social interaction and consumer reviews have a positive impact on consumer purchasing decisions, and secondly, the study reveals the importance of gender as a moderating factor. Overall, this research reveals the key factors influencing Taobao live commerce purchase decision and provides useful insights to measure live commerce development strategies to provide effective advice on Taobao live commerce. Finally, the paper provides possible enlightenment for the improvement of live e-commerce