Artificial Intelligence Technology in Live Streaming E-commerce: Analysis of Driving Factors of Consumer Purchase Decisions
DOI:
https://doi.org/10.15837/ijccc.2025.1.6871Keywords:
Live streaming e-commerce, artificial intelligence, consumer behavior, purchase decisionAbstract
With the rapid rise of live streaming e-commerce, artificial intelligence (AI) technology has become pivotal in shaping consumer behaviors and purchase decisions. This study explores the application of AI in live streaming e-commerce and analyzes its impact on driving factors behind consumer purchase decisions. Employing a comprehensive methodology including literature review, data analysis, and empirical research, this study identifies key AI-driven factors such as personalized recommendation systems, real-time interaction features, intelligent customer service, and social influence, trust. Conduct a questionnaire survey analysis on 1084 consumers who have participated in live streaming platforms using artificial intelligence technology. The findings reveal that AI significantly enhances consumer engagement and purchase intention, offering valuable insights for both academic research and practical applications in e-commerce platforms.
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