Research on the Impact of Real-Time Interaction on Consumer Purchasing Behavior in Livestream E-commerce

Abstract

With the rapid development of the livestream e-commerce industry, research on consumer purchasing behavior based on live streaming platforms has become extensive. However, studies examining the relationship between real-time interaction and consumer purchasing behavior remain relatively limited. As real-time interaction is a key advantage of livestream e-commerce, this study investigates the mechanism influencing consumer purchasing behavior from the perspective of Streamer-viewer interaction. Grounded in social influence theory, it explores how different dimensions of real-time interaction affect consumer purchasing behavior in livestream contexts. By collecting 9,684 minutes of dynamically structured real-time data, over 2.95 million words of Streamer speech data, and 297,052 Danmaku messages from Douyin, this study examines the effects and variations of different dimensions of real-time interaction on consumer purchasing behavior, providing managerial insights for both enterprises and Streamers. The findings indicate that: (1) Streamer Informational Interaction, Danmaku Informational Interaction, Danmaku Emotional Interaction, and User Participatory Interaction significantly positively influence consumer purchasing behavior, whereas excessive Streamer Emotional Interaction negatively affects it; (2) Product Category moderates the relationship between different dimensions of real-time interaction and consumer purchasing behavior; (3) Streamer Influence positively moderates the relationship between various dimensions of real-time interaction and consumer purchasing behavior.