Interactive Elements in E-commerce Live Streaming: Key Influencing Factors in Consumer Purchase Decisions

With the rapid development of internet technology, the live streaming industry is booming, and e-commerce companies are adopting live streaming marketing methods. Through live streaming, consumers can more intuitively understand the products. This interactive format not only stimulates consumers’ purchase intentions, but also brings more traffic to businesses. Based on the SOR theory, this study explores the characteristics of e-commerce live streaming, focusing on variables such as visibility, authenticity, interactivity, entertainment, and preferential treatment. The research results show that the visibility, interactivity, and authenticity of live streaming have significant positive effects on consumer satisfaction, and the entertainment and preferential treatment also play positive roles. At the same time, consumer satisfaction positively promotes purchase intentions. Among the characteristics of e-commerce live streaming, the preferential treatment of live streaming has a significant mediating effect on purchase intentions, while the mediating effects of authenticity is relatively limited. These findings provide important references for e-commerce companies to formulate strategies in live streaming sales.