Abstract
Live e-commerce as a vertical in the live streaming industry has attracted close attention
from academia and industry since its emergence in 2016. The real-time interaction between
anchors and consumers in live e-commerce will promote consumers' understanding of
products, reduce information asymmetry, and increase purchase intentions. However, why do
consumers prefer to buy online after interacting through live e-commerce? What are the
specific paths through which real-time intera
电商直播实时互动对购买意愿的影响研究-20464字.pdf