The Influence of Interactivity in E-commerce Live Streaming on Consumers' Online Purchase Intention

In recent years, the rapid development of live-streaming e-commerce has made it a primary marketing model for e-commerce platforms and live-streaming platforms. The features of live-streaming e-commerce, such as authenticity, entertainment, interactivity, and visibility, offer consumers a novel experience. Consumers' purchase intentions can be influenced by various external factors, such as the environment, atmosphere, and service quality of shopping venues, as well as by internal factors related to the consumers themselves. In a live-streaming e-commerce environment, hosts can introduce products to consumers in real-time, share knowledge, and promptly answer consumer questions. Consumers can also interact with each other in real time through comments. However, as time progresses, the competition within the live-streaming e-commerce industry has become increasingly intense. To thrive in this environment, it is essential to understand the behavior and psychological changes of live-streaming users from different perspectives and comprehensively analyze the influence of interactivity in live-streaming e-commerce on consumers' online purchase intentions.