The Rise of Live-Streaming E-Commerce: Analyzing Consumer Purchase Behavior and Brand Trust in Real-Time Shopping Events

Abstract

With the evolution of online buying behavior, live-streaming e-commerce (LSE) has emerged as a disruptive innovation—merging entertainment, real-time interaction, and digital shopping into a single, immersive experience. Despite its growing popularity, limited research has explored the psychological and social mechanisms driving consumer behavior in these dynamic environments. This study investigates the psychological and social factors influencing consumer purchase behavior and brand trust during live shopping events. It specifically examines the effects of real-time engagement features—such as live chats, Q&A sessions, and limited-time offers—on consumer decisions to explore how para-social relationships with streamers and perceived authenticity shape consumer responses. Three key propositions are tested: (1) real-time engagement boosts impulse buying; (2) stronger interactions with streamers enhance brand trust; and (3) authenticity moderates the effect of engagement on purchase intentions. A quantitative approach was employed, using regression analysis, correlation, and structural equation modeling (SEM) on data collected from 400 participants with prior live shopping experience. The findings reveal that emotional stimulation through authentic, real-time interactions creates a sense of urgency and social connection, leading to heightened consumer engagement and increased purchase behavior. This research contributes to existing literature by highlighting the role of emotional involvement in live commerce and provides actionable insights for digital marketers. In discussing approaches to managing cognitive overload and privacy risks, the study recommends future research on cross-cultural consumer behavior and the integration of artificial intelligence in live shopping experiences.

Keywords: Real-time engagement; para-social relationships; authenticity; impulse buying; structural equation modeling; digital marketing; emotional engagement