A Study on the Factors Influencing Consumer Purchase Decision Under the Live-Streaming Sales Model

In recent years, with the rapid development and popularization of Internet information technology, many new media platforms have risen rapidly, and major e-commerce companies have begun to explore the mode of live-streaming. Especially during the COVID-19 pandemic, due to the lockdown, live-streaming has become an important means of economic development in many places. Owing to its remarkable characteristics of timeliness, entertainment, and interactivity, it has become the latest and trendiest sales mode of e-commerce channels, reflecting huge economic potential and commercial value. This article analyzes two models and their characteristics of live-streaming sales from a practical perspective. Based on this, it outlines consumer purchasing decisions and the factors that affect consumer purchasing decisions under the live-streaming sales model. Finally, it discusses targeted suggestions for using the live-streaming sales model to expand the consumer market, hoping to promote the healthy and steady development of the live-streaming sales industry.