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<p>Using social influence and social presence theory, we differentiate peer size and peer activeness in live streaming to assess their effects on consumer purchase behavior. Analyzing 150,072 records from 571 live streaming videos on Douyin with a two-way fixed-effects panel regression model, the results indicate that peer size can significantly enhance consumer purchase behavior, while peer activeness significantly reduces consumer purchase behavior. However, as live attractiveness increases, the positive effect of peer size and the negative effect of peer activeness are both attenuated; while a faster live sales pace amplifies​ these effects. This research provides valuable theoretical and practical insights for streamers and platforms.</p>

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Examining the impact of peer presence on consumer purchase behavior: evidence from Douyin live streaming e-commerce

  • 期刊论文

  • 发表日期：

    2026年2月26日

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  • Meiling Xin,
  • Wei Liu,
  • Ling Jian

摘要

Using social influence and social presence theory, we differentiate peer size and peer activeness in live streaming to assess their effects on consumer purchase behavior. Analyzing 150,072 records from 571 live streaming videos on Douyin with a two-way fixed-effects panel regression model, the results indicate that peer size can significantly enhance consumer purchase behavior, while peer activeness significantly reduces consumer purchase behavior. However, as live attractiveness increases, the positive effect of peer size and the negative effect of peer activeness are both attenuated; while a faster live sales pace amplifies​ these effects. This research provides valuable theoretical and practical insights for streamers and platforms.