The Impact of Live Commerce on Consumers’ Purchase Behavior Under the Background of COVID-19 in China

Abstract

E-commerce has existed for a long time, but the outbreak of the COVID-19 ushered in a new opportunity for its development. Live commerce is a significant branch of e-commerce, which mainly realizes businesses through livestreaming marketing. After COVID-19, more and more people watch the livestreaming, it ushered in explosive growth. In the process of livestreaming marketing, Key Opinion Leaders (KOLs) play a very important role. In 2021, 62% of advertisers use KOL promotion. This paper mainly discussed live commerce under the background of COVID-19 in China. Through literature analysis, this paper discussed the impact factors of live commerce on consumers’ purchasing behavior and how KOLs affect consumer behavior positively and negatively. In the last part, this article gave some suggestions to help enterprises to recover from COVID-19.