THE KEY FACTORS OF CONSUMER PURCHASE INTENTION IN E-COMMERCE LIVE-STREAMING ENVIRONMENT: A SYSTEMATIC NARRATIVE REVIEW

Abstract

The explosive growth of internet technology and social media has paved the way for e-commerce live-streaming. At the core of this trend are the live-streamers themselves: product experts who steer consumers toward the items that best fit their needs. This research investigates how streamer attributes influence consumer buying behavior. Leveraging the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework, this study systematically reviewed 22 articles culled from the Scopus and China National Knowledge Infrastructure (CNKI) databases to pinpoint the characteristics of streamers that sway consumer purchasing decisions. This research evaluated the theoretical frameworks, methodologies, determinants, and outcomes presented in the cited literature. The findings indicate that the streamer's attractive attributes (appearance, personality, voice), interactive attributes (entertainment, responsiveness, affinity, personalization, clarity), recommendation attributes (professionalism, credibility, innovation, consistency, responsibility), and additional attributes (popularity, empathy, cultural intelligence) all exert differing levels of favorable influence on customers' buying inclinations. These findings highlight the significance of streamer characteristics in consumer purchasing intentions. They provide e-commerce marketers and streamers with actionable suggestions for increasing consumer purchase intentions.