A Review of Factors Affecting Consumers’ Purchase Intentions in the Live-streaming Commerce Context

Abstract

The appearance and development of live-streaming commerce has altered both business and consumers. Hence, understanding consumers’ purchase behaviors in the live-streaming commerce context becomes a crucial competitive edge for retail marketers. The purpose of this research is to review factors affecting consumers’ purchase intentions in the live-streaming commerce context. In this research, the identified factors affecting consumers’ purchase intention in a live-streaming commerce context have been categorized into three dimensions, which are technological factors, background fitting factors, and cognitive and affective states factors. It is expected that the identified factors that affect purchase intentions could give some insights to retail marketers on how to stimulate consumers to purchase in the live-streaming commerce context.