The Influence Mechanism of Mainstream Media E-Commerce Live Streaming on Consumers' Purchase Decision: An Exploratory Study Based on Grounded Theory

Abstract

Even though “Mainstream Media and E-Commerce Live Streaming” emerges as a new form of E-Commerce Live Streaming under the influence of the COVID-19 pandemic, its underlying mechanism in consumers’ online shopping remains unexplored. Consequently, this paper explores this topic with a qualitative research through in-depth interviews with college students and graduate students. Based on the grounded theory and NVIVO 12.0 software, researchers explore the influences of mainstream media live streaming of consumers' purchase decision, and propose a framework of consumer purchased decision-making factors of 3 themes and 11 sub-themes. Overall, the findings contribute to the literature of E-Commerce Live Streaming and provide practical implications for mainstream media to better participate in E-Commerce live streaming platforms.