The Impact of Live E-commerce Marketing Strategies on Consumers' Purchase Intention —— An Empirical Study Based on JD.com

Abstract

This study examines the influence of live streaming e-commerce marketing methods on consumers' purchase intentions, using the JD.com platform as a case for empirical analysis.  Data were gathered via surveys and evaluated employing quantitative research methodologies to elucidate the impact of various marketing strategies on customer decision-making.  The research findings indicate that live streaming hosting, time-sensitive discounts, and interactive live broadcasts significantly enhance consumers' buy intentions, with time-sensitive discounts having the most pronounced effect. The research findings assist JD.com and other e-commerce platforms in refining live-broadcast marketing strategies and enhancing consumer conversion rates.