Keywords
Marketing strategy
Consumers’ purchase intention
Anchor characteristics
Trust mechanism
Submitted : 2026-06-16
Accepted : 2026-07-01
Published : 2026-07-16
Abstract
With the vigorous development of the digital economy and the popularization of mobile internet technology, live streaming e-commerce, as an emerging e-commerce model, has witnessed explosive growth in recent years. This paper systematically combs the latest research achievements in China’s live streaming e-commerce field from 2023 to 2025, and conducts a comprehensive review from multiple dimensions including the development status of live streaming e-commerce, classification of marketing models, influencing mechanisms of consumer behavior, anchor characteristics and trust mechanisms, platform strategies, and future development trends. The study finds that live streaming e-commerce has reconstructed the transaction logic of traditional e-commerce through real-time interaction, scenario-based display and social attributes, and an anchor’s professionalism, credibility, interactivity and affability have become the key factors affecting consumers’ purchase decisions. Finally, this paper puts forward practical suggestions for optimizing the marketing strategies of live streaming e-commerce, providing a theoretical reference for the healthy development of the industry.
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