The Impact of Live-Streaming E-Commerce Marketing Model on Consumers' Purchase Intention

This research aims to deeply analyze the impact of the live streaming e-commerce marketing model on consumers' purchase intentions. With the rapid development of Internet technology, live streaming e-commerce, as an emerging e-commerce marketing model, is profoundly changing consumers' shopping methods and decision-making behaviors. By using the literature analysis method and case analysis method, relevant research results at home and abroad are systematically sorted out, and typical live streaming e-commerce cases are selected for in-depth analysis. The study finds that the live streaming e-commerce marketing model has characteristics such as strong interactivity, high immediacy, and visualization. To a certain extent, these characteristics have enhanced consumers' purchase intentions. However, in actual operation, live streaming e-commerce also faces problems such as inconsistent product quality, insufficient professionalism of anchors, and low consumer trust, which have a negative impact on consumers' purchase intentions. Based on this, this study proposes optimization suggestions such as improving the professionalism and interaction ability of anchors, strengthening product display and authenticity, enhancing consumer trust and emotional connection, and optimizing platform mechanisms and after - sales service.