Study On Purchase Intention In Different Live Streaming Scenarios Based On Experimental Approach

Live streaming e-commerce has exploded recently. While the live streaming traffic is dominated by the top live streamers, merchants and ordinary live streamers attempt to establish self-operating live streaming, but the number of fans and sales performance are far approaching of the top live streamers. By using the experimental approach, it is found that a significant difference in the purchase intention in three different live streaming scenarios: top live streaming, merchants’ self-operating live streaming, and ordinary live streaming. As well as a significant difference in the evaluation from three dimensions: live streamer, product, and live streaming room. More precise analysis results demonstrate that top live streamers are much higher than other streamers in all dimensions after pairwise comparison investigation. Based on the results of the experimental analysis and with reference to consumers' evaluation of the top live streamers, this study provides executable improvement suggestions for merchants’ self-operating live streaming and ordinary live streaming.