The Influential Mechanisms of Live-Streaming Hosts on Consumer Behavior

Abstract

In recent years, with the rise of e-commerce live streaming, hosts promoting products have played a crucial role in connecting consumers with products and influencing consumer behavior intentions. This paper reviews the current state and trends in research on how these hosts affect consumer behavior intentions, exploring how their personal characteristics, interaction patterns, and discourse strategies impact consumer purchasing decisions. Through analysis from both quantitative and qualitative research perspectives, it reveals the influence mechanisms of these hosts in modern e-commerce environments. Additionally, it discusses the pivotal role of interactive information in e-commerce live streaming, including its ability to enhance purchase desire, enrich entertainment experiences, and improve consumer shopping experiences. While existing studies provide valuable insights, there are still research gaps, particularly in-depth studies on the influence of hosts in specific domains. The findings of this review are significant for understanding the central role of hosts in e-commerce live streaming and their impact on consumer behavior, providing a theoretical foundation and support for future research and practice.