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The Influence of E-commerce Live Marketing Strategy on Consumers’ Purchase Intention —— Taking Guangxi as an Example

Lu Zhang, Rapassa Roung-onnam


In recent years, with the rapid development of network technology and 5G, the live broadcast industry has taken the form of “Thousand Broadcast Wars”. Under such an environmental background, the e-commerce industry has launched the sales model of e-commerce plus
live broadcast. The live broadcast platform has gradually expanded from Taobao, Tmall, JD.COM and other shopping platforms to entertainment short video platforms such as Tik Tok and Aauto Quicker. Taking Guangxi as an example, this paper studies the influence of e-commerce
live broadcast sales strategy on consumers’ purchase intention.


E-Commerce Live Broadcast; Perceived Value; Purchase Intention

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Included Database


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DOI: http://dx.doi.org/10.18686/fm.v9i2.12470