THE INFLUENCE OF INTERPERSONAL INTERACTION ON CONSUMER'S PURCHASE INTENTIONS IN LIVE-STREAMING

Abstract

The burgeoning trend of live-streaming e-commerce has gained considerable traction in recent times. It presents an opportunity for sellers to showcase and sell their wares in real-time, while also engaging with potential customers through online live-streaming platforms. The interactive element of live e-commerce is pivotal, as it has the potential to sway consumers' purchasing decisions. This document aims to delve into the effects of interpersonal interactions on consumers' buying intentions, while also offering pertinent research and practical advice. According to The Theory of Social Performance, interpersonal interaction in live broadcast sales can be divided into two categories: the interaction between anchors and consumers (IAC), and the interaction between consumers and consumers (ICC). This paper summarizes the characteristics of these two types of interpersonal interaction, explains their impact on consumers' purchase intentions based on previous studies, and provides improvement suggestions for live broadcasting e-commerce platforms, enterprises, and anchors respectively.