Research on the Impact of Live Video Streaming on Customers' Consumption Behavior and Intention

I. The Central Purpose of the Study

The study's central purpose is to understand how live video streaming affects customers' purchasing
behaviors and intentions. This purpose is clearly outlined in the introduction and reaffirms the
importance of studying online customer behavior, especially in the context of live streaming as a
growing e-commerce platform.

II. Significance of the Study and its Social Value

The research presented in the article does yield some new questions and hypotheses, contributes to the
relevant field, and suggests practical applications. The research indirectly raises new questions around
specific triggers and mechanisms of consumer behavior in live-streaming environments, such as:

 How different types of products influence impulse buying in live-stream shopping.

 The role of host characteristics in consumer trust and decision-making. While these questions
are not explicitly stated, the findings suggest that there’s potential for further investigation into
these areas, possibly prompting other researchers to pursue them.

The study contributes meaningfully to human knowledge by exploring a relatively new field—live
streaming as an e-commerce platform. It helps stakeholders, especially merchants and platform
developers, understand the psychological factors influencing purchasing behavior, such as product
display and discount-driven impulse purchases. For consumers, this research sheds light on common
behavioral patterns, which can lead to a better understanding of one's own consumption habits in online
environments.

The research does produce practical applications. For merchants, recommendations include improving
product displays, leveraging discount strategies, and fostering host-consumer interactions to increase
purchase likelihood. For live streaming platforms, the research suggests that platforms should create
immersive, authentic shopping environments to enhance consumer satisfaction and trust, which can
reduce return rates and improve customer retention. For consumer policy makers, although not directly
addressed, the findings also hint at a need for improved consumer protection policies in live-streaming
contexts, especially regarding product quality and return policies.

III. Review of Related Literature

The references cited in the article are largely relevant to the problem under investigation, focusing on
consumer behavior, online environments, and impulse purchasing—all key aspects of the study.

The SOR model is central to this study, explaining how external stimuli (such as live streaming) influence
consumer responses (purchases). The study references Donovan & Rossiter’s work, who initially applied
the SOR model to retail environments, making it relevant as it provides the theoretical foundation for
understanding how environmental factors (like online shopping conditions) influence buying behavior.

Research by Yang Lu and Zhao Yuna on impulse buying and the influence of online environments on
consumer behavior provides contextual relevance, as these studies explore how online settings can
amplify impulsive purchasing. This aligns well with the current study’s examination of live-streaming as a
shopping environment that potentially fosters impulsive buying.
 The reference to Ma and Mei’s empirical research on consumer decision-making factors in webcasting is
particularly pertinent as it offers insight into the specific behaviors observed in live-stream shopping.
This adds validity to the study’s findings and highlights how the environment of live-streaming impacts
consumer choice and satisfaction.

Other references included, such as those by Jacob on the SOR model and additional works exploring
environmental influences on consumer choices, directly relate to understanding why certain stimuli in
live-streaming (like product displays and discounts) impact consumer intentions.

IV. Theories

The primary theory applied in the study is the Stimulus-Organism-Response (SOR) model, which proves
to be highly relevant to the study's objectives, effectively explaining consumer behavior in live-stream
shopping environments.

The SOR model is well-suited for studying consumer behavior, as it conceptualizes how external stimuli
(such as live streaming factors) influence internal responses (emotional or cognitive reactions) and
ultimately lead to certain behaviors (purchases). In the context of this study, the model captures the
essence of how elements in live streaming—like discounts, product displays, and interactive experiences
with hosts—act as stimuli that drive purchasing intent. By applying this model, the study is able to frame
live-stream shopping as a process where environmental factors significantly shape consumer actions.

The SOR model effectively explains the phenomenon of impulse buying in live-stream shopping. The
study's data demonstrates that consumers are influenced by external cues, such as real-time product
demonstrations and promotional offers, which align well with the SOR model's framework. The theory
helps clarify how these external stimuli lead to quick, often emotional responses that increase the
likelihood of purchasing decisions.

The findings confirm the SOR model’s applicability, as the results illustrate that stimuli within live-
streaming environments (like the visibility and appeal of the product, discounts, and the host’s
presentation style) indeed affect consumer responses. Most respondents indicated that they were
influenced by these factors, showing a high degree of impulsiveness, which aligns with the model's
assertion that external environmental factors can drive behavior. The study further confirmed that these
stimuli lead to a cognitive or emotional response in consumers that culminates in a purchase, especially
when they perceive value in real-time promotions or feel engaged by the live-streaming experience.

V. Methods

The study primarily used survey questionnaires to gather data on consumer behavior and purchasing
intentions in live-stream shopping environments. The sample consisted of 50 participants who
frequently engaged in live-stream shopping, and questions were structured to capture demographic
information, purchasing habits, motivations, and satisfaction levels.

The study adopted an online questionnaire method, which was appropriate for reaching individuals who
engage with live-stream shopping—a digital activity. The questions addressed various aspects of live-
stream shopping behavior, such as frequency of purchases, factors influencing purchase decisions (e.g.,
discounts, product displays), and satisfaction with purchases made via live streaming.

The survey design is generally suitable for answering the study’s questions about consumer motivations
and satisfaction levels in live-stream shopping. Surveying directly targets consumer attitudes and
behaviors, providing insights into what drives impulse purchases and the importance of live-stream
stimuli. However, several factors could enhance the robustness and applicability of the design:
  Sample Size: A sample of 50 respondents is relatively small, especially for a study aiming to draw
generalized conclusions about consumer behavior in live-stream shopping. A larger, more diverse
sample could improve the reliability and generalizability of the findings.
 Lack of Qualitative Insights: While the questionnaire captures quantitative data, it misses the depth
of qualitative responses, which could provide more nuanced insights into consumer motivations and
emotional triggers. Interviews or open-ended questions could have enriched the data by capturing
consumers' personal experiences and detailed feedback.

The methodology section is moderately thorough but could benefit from additional details. The study
does not elaborate on how the questionnaire was distributed or any steps taken to ensure
representative sampling (e.g., platform selection, targeting methods). The study could enhance its rigor
by discussing the reliability of the survey questions (e.g., any pre-testing conducted) and addressing
potential biases, like self-reporting bias, which can be common in survey-based research. Additionally,
the research does not mention any ethical considerations, which are essential in studies involving
consumer data, particularly around privacy and informed consent in survey research.

What Might Be Missing

1. Detailed Sampling Information: Explaining how the participants were recruited, and whether the
sample represents a broader population, would strengthen the methodology.
2. Potential Biases: Addressing limitations, like selection bias or response bias, would add credibility.
3. Data Analysis Approach: While the study presents results, it could be clearer about the specific
statistical or analytical methods used to interpret the survey data.

VI. Findings of The Study

The study on the impact of live video streaming on customer consumption behavior revealed several key findings:

1. A significant portion of respondents displayed impulsive buying behaviors when engaging with live-stream
shopping. Factors like discounts, product display, and host interaction were found to stimulate immediate
purchase decisions.
2. The majority of consumers purchased food, beauty products, and daily necessities during live-stream
sessions, with food items being the most popular.
3. Consumer satisfaction was generally low, with 36 out of 50 respondents rating their satisfaction below 6 out
of 10. Dissatisfaction was linked to product quality issues, mismatch between expectations and reality, and
the hassle of return processes.
4. The effectiveness of live-stream product display and the emotional appeal created by host interactions were
identified as major influences on consumer decisions.

Comparison with Previous Research

The study’s findings are consistent with previous research on consumer behavior in online environments. For
instance:

 Previous studies cited in the research, such as those by Donovan & Rossiter and Yang Lu, confirm that
environmental factors like store atmosphere (in this case, live-stream setup) significantly impact impulse
buying. The results align with this understanding, showing how live-stream discounts and product displays
stimulate impulsive purchases.
 Research by Zhao Yuna and others on online shopping environments supports the idea that effective product
display and interactive elements can trigger cognitive and emotional responses that drive purchasing
behaviors. The current study reinforces these findings by showing that consumers are influenced by how
products are presented and the perceived engagement with hosts.
Agreement and Discrepancies with Previous Studies

The results of this study are largely in agreement with prior research, underscoring the role of environmental stimuli
in driving consumer decisions. However, the study also highlights a lower-than-expected satisfaction level among
live-stream consumers, which introduces a point of contrast. Unlike earlier studies that emphasize satisfaction driven
by a smooth online experience, this study finds that issues with product quality and return difficulties remain
concerns. This discrepancy suggests a need for further exploration into factors that impact post-purchase satisfaction
in live-stream shopping contexts.

VII. Research Implications

This research on live video streaming’s impact on consumer behavior carries significant implications across various
domains:

1. Social Implications

 The study highlights a trend toward impulsive buying in live-stream shopping, suggesting a shift in consumer
habits, especially among younger audiences. This shift emphasizes the social influence of online platforms,
which use real-time interaction and peer pressure to drive sales.
 With lower satisfaction levels reported, especially around product quality and return difficulties, there are
social implications for consumer trust in e-commerce platforms. As consumers increasingly engage with live-
stream shopping, there is a growing need for better customer satisfaction strategies to build trust and
reduce the potential for buyer’s remorse.

2. Political Implications

 The findings imply a need for updated consumer protection regulations for live-stream shopping. As
impulsive buying is driven by external stimuli such as discounts and promotional tactics, policies ensuring
clear product representation, transparent return processes, and accountability for quality standards could
better protect consumers.
 There may be a call for regulatory oversight on digital marketing practices within live-stream shopping, such
as clearer disclosures around pricing, quality guarantees, and seller accountability. This could involve
implementing standards for host endorsements, product demonstrations, and consumer interactions to
prevent misleading practices.

3. Technological Implications

 The study underscores the role of interactive features (e.g., live product displays, real-time Q&A with hosts)
in influencing consumer decisions, which points to potential technological developments. E-commerce
platforms may invest in enhanced interactive tools, such as virtual product trials, augmented reality, or AI-
driven chatbots to replicate the immersive in-store experience online.
 By understanding what drives impulse buying, platforms can use data analytics to tailor live-stream content,
recommending products based on real-time consumer behavior, which may increase engagement and sales.
However, these technologies will need to balance engagement with ethical considerations around data
privacy and manipulation.

4. Economic Implications

 The study’s insights confirm that live-stream shopping can be highly lucrative, especially for sectors like food
and beauty products. This creates new business opportunities for both small businesses and large
corporations to enter live-streaming as a primary sales channel, potentially increasing market competition
and innovation.
 The impulsive nature of live-stream purchases has implications for consumer spending habits, as individuals
may allocate more of their discretionary income toward unplanned online purchases. This behavior shift can
 have a broader economic impact, influencing spending patterns across sectors and potentially increasing
household debt if purchases are driven by impulsive tendencies.

5. Cultural Implications

 The study emphasizes the influential role of live-stream hosts in driving consumer behavior, reinforcing the
rise of influencer culture. This has cultural implications as hosts gain substantial sway over consumer
choices, shaping trends and preferences, especially among younger audiences.
 As dissatisfaction is noted with product quality in live-stream shopping, there is an evolving cultural
expectation for authenticity and transparency in online shopping. Consumers increasingly value honest
representations, which is likely to influence cultural standards around digital advertising, with brands
needing to maintain credibility to retain loyal audiences.

VIII. Additional Observations

The journal has a comprehensive approach but does miss several elements that could strengthen its credibility and
depth. Here are key areas that could improve the journal:

1. With only 50 respondents, the study’s findings may not be fully representative, limiting its generalizability. A
larger sample, ideally with demographic diversity beyond a single age range or shopping frequency, could
yield more reliable and nuanced insights into live-stream shopping behavior across different consumer
groups.
2. The study relies solely on quantitative data, which limits a deeper understanding of the emotional and
psychological drivers behind consumer decisions. Adding qualitative data, such as interviews or open-ended
survey responses, could capture detailed consumer perceptions, motivations, and satisfaction or
dissatisfaction factors. This would enrich the findings and reveal nuances not evident from quantitative data
alone.
3. There is a lack of detail regarding the survey’s design, administration, and data analysis methods.
Information on how respondents were recruited, the process for distributing surveys, and the statistical
methods used to analyze the data would increase transparency and allow for replication by other
researchers.
4. The study does not discuss ethical considerations, such as informed consent or privacy protections for survey
participants, which is especially relevant in consumer research. Additionally, a limitations section addressing
sample size, self-reporting biases, or the limitations of survey-based data could strengthen the study’s
integrity and transparency.
5. While the SOR model provides a strong framework for understanding consumer behavior, discussing
potential alternative explanations for findings—such as cultural influences, specific product-related factors,
or broader economic contexts—could provide a more balanced interpretation of the results.
6. The study lacks a comparison with live-stream shopping trends in other countries, which could offer valuable
context for the findings. This would make the research more globally relevant and offer insights into whether
the patterns observed are specific to the study’s demographic or reflect wider consumer behavior trends.
7. Although the study briefly addresses its limitations in live-stream shopping satisfaction, it could enhance its
contribution by suggesting specific areas for future research, such as exploring satisfaction trends in different
product categories, the role of host characteristics, or the influence of technological advances on consumer
trust and satisfaction.
8. While the study mentions that host interactions affect purchase decisions, it does not delve deeply into how
these interactions influence consumer trust, product appeal, or emotional connections. A focused analysis of
host roles and consumer interaction could provide actionable insights for live-stream platforms and brands.

IX. Recommendations

Several recommendations that could enhance the impact and effectiveness of the study:

 To improve the generalizability of the findings, future research should aim for a larger, more diverse sample
size that includes various demographics. Expanding beyond a limited age range and consumer background
 will yield insights applicable to a broader audience, making the conclusions more representative of the
general population.
 Adding qualitative research, such as interviews or open-ended survey questions, can capture deeper insights
into consumers' emotional and cognitive responses during live-stream shopping. This qualitative layer would
provide a more nuanced understanding of the psychological factors driving consumer behavior.
 Future studies should provide a detailed methodology, including how participants were recruited, the
survey’s structure, and the specific analytical techniques used. Detailing statistical methods and explaining
any steps taken to mitigate biases (e.g., self-reporting bias) would improve replicability and research
integrity.
 Including an ethical review section that outlines participant consent and privacy measures is crucial,
particularly in studies that gather consumer data. Additionally, acknowledging any limitations (such as
potential survey biases) would provide readers with a clearer context for interpreting the findings.
 Since hosts play a key role in influencing purchasing decisions, future research could explore how different
host traits—like credibility, engagement style, and expertise—impact consumer trust and satisfaction. This
could help brands and platforms understand the optimal qualities for effective live-stream hosts.
 With technology being a primary factor in shaping the live-stream experience, future research could
evaluate how advanced features, such as augmented reality, personalized recommendations, and virtual try-
ons, affect consumer engagement and purchase satisfaction. Investigating consumer reactions to these
technologies could guide platforms in refining the live-stream shopping experience.
 To understand if live-stream shopping behaviors are universal or culturally specific, comparative studies
across different countries would be valuable. This could reveal how cultural preferences influence consumer
expectations, satisfaction levels, and trust in live-stream shopping, providing a global perspective.
 Practical insights derived from the study, such as strategies for product presentation, return policies, and
enhancing trust through better customer service, could guide platforms and brands to optimize their live-
stream operations. Providing targeted suggestions, like improving product authenticity or refining the return
process, would directly benefit stakeholders.
 Given that impulse buying in live-streaming can lead to dissatisfaction, researchers and policymakers could
work together to propose guidelines for consumer protection in live commerce. This might include clear
representations of products, transparent return policies, and mechanisms to regulate host endorsements to
protect consumers from deceptive practices.
 Future studies could further investigate satisfaction levels across different product categories, evaluate the
effect of price promotions on long-term consumer trust, or assess how seasonal factors influence live-stream
shopping behaviors. Clear, actionable suggestions for ongoing research would contribute to the study’s
impact and provide a roadmap for building on its findings.