User:Yang Fan

My name is Yang Fan, born in 1998 in Hubei Province. I am currently studying Japanese translation at Hunan Normal University. I am a Leo, and my hobbies include singing and photography.

= Nov 2, 2024 = Today I practiced writing a review about my favorite book with TalkAI.

= Nov 3, 2024 = I learned how to order food politely at a restaurant today.

= Nov 4, 2024 = TalkAI helped me understand the significance of cultural festivals.

= Nov 5, 2024 = I explored how to write a thank-you note for a gift.

= Nov 6, 2024 = Today, I used TalkAI to learn vocabulary related to learning new skills.

= Nov 7, 2024 = I discussed the elements of a good movie with TalkAI.

= Nov 8, 2024 = Today, I practiced describing personality traits using examples.

= Nov 9, 2024 = I explored how to describe exhibits in a museum visit with TalkAI.

= Nov 10, 2024 = Today, I took a break and didn’t engage in any language learning activities.

= Nov 11, 2024 = I talked about my dream vacation and learned some travel-related idioms.

= Nov 12, 2024 = Today, I explored expressions for shopping and comparing prices.

= Nov 13, 2024 = TalkAI helped me draft a daily schedule and review time-related phrases.

= Nov 14, 2024 = I practiced giving advice about staying healthy.

= Nov 15, 2024 = I wrote about how I celebrate birthdays in my family.

= Nov 16, 2024 = Today, I reflected on how to learn from mistakes with TalkAI.

= Nov 17, 2024 = I discussed my hobbies and learned some related conversational phrases.

= Nov 18, 2024 = I practiced answering common interview questions.

= Nov 19, 2024 = I explored expressions for discussing future plans with TalkAI.

= Nov 20, 2024 = Today, I practiced describing a favorite memory in detail.

= Nov 21, 2024 = I learned useful phrases for asking for help in different situations.

= Nov 22, 2024 = TalkAI helped me understand how to express disagreement politely.

= Nov 23, 2024 = I worked on vocabulary related to weather and natural disasters.

= Nov 24, 2024 = Today, I practiced talking about seasonal activities.

= Nov 25, 2024 = I learned how to write a short email for making an appointment.

= Nov 26, 2024 = TalkAI guided me through practicing small talk at a party.

= Nov 27, 2024 = I explored words and phrases for describing my neighborhood.

= Nov 28, 2024 = I reviewed how to express gratitude in formal and informal ways.

= Nov 29, 2024 = Today, I practiced talking about daily routines with examples.

= Nov 30, 2024 = I learned idioms related to time and how to use them.

= Dec 1, 2024 = I practiced introducing myself in a professional setting.

= Dec 2, 2024 = Today, I discussed my favorite holiday traditions with TalkAI.

= Dec 3, 2024 = I worked on vocabulary related to transportation and commuting.

= Dec 4, 2024 = TalkAI helped me brainstorm ideas for writing a travel journal.

= Dec 5, 2024 = I practiced describing my ideal weekend plan in English.

= Dec 6, 2024 = Today, I explored ways to give compliments naturally.

= Dec 7, 2024 = I learned expressions for describing emotions in different contexts.

= Dec 8, 2024 = I practiced summarizing a short story with TalkAI.

= Dec 9, 2024 = TalkAI taught me how to talk about volunteering experiences.

= Dec 10, 2024 = I discussed ideas for organizing a study group in English.

= Dec 11, 2024 = I worked on explaining the rules of my favorite game.

= Dec 12, 2024 = Today, I learned how to describe food and flavors.

= Dec 13, 2024 = TalkAI helped me practice discussing technology trends.

= Dec 14, 2024 = I explored expressions for talking about environmental issues.

= Dec 15, 2024 = Today, I practiced giving step-by-step instructions in English.

= Dec 16, 2024 = I learned how to describe relationships between family members.

= Dec 17, 2024 = TalkAI guided me in writing a review about a recent experience.

= Dec 18, 2024 = I practiced explaining my goals for the new year in English.

= Dec 19, 2024 = Today, I explored how to make suggestions and offer advice effectively.

期末论文（中文版）

题目：直播电商

作者：杨帆

摘要

　　本文介绍了中国直播电商的兴起与快速发展，分析了其市场规模、主要模式及对消费者行为的影响。通过中美电商模式的对比，突出了中国直播电商的独特优势。同时，文章探讨了直播电商的主要优势，如高互动性与即时购买促进，以及面临的挑战，包括虚假宣传与市场竞争。最后，对直播电商的未来发展进行了展望，强调技术创新与全球化潜力的重要性，并呼吁行业规范化发展以实现可持续增长。

关键词： 直播电商、高互动性、即时购买、中美对比、技术创新、行业规范

一、引言

　　随着互联网和移动技术的快速发展，电子商务的形式正在不断创新。在中国，直播电商成为了近年来最引人注目的购物方式之一。通过手机或电脑屏幕，消费者可以观看主播实时展示商品，了解使用方法，并与主播互动交流。这种全新的购物体验不仅打破了传统线上购物的单向模式，还让购买变得更加生动有趣。

　　直播电商的崛起离不开中国互联网环境的支持。以淘宝直播、抖音和快手为代表的平台，凭借广泛的用户基础和技术创新，将直播与购物完美结合。据统计，2023年中国直播电商市场规模已突破万亿元人民币，成为全球电子商务的重要力量。人们不再仅仅为了购物而购物，而是将其视为一种娱乐、一种社交，甚至一种新的生活方式。

　　在这样的背景下，探讨直播电商的成功原因及其对消费者行为的影响，能更好地理解这一模式的独特魅力。与此同时，通过与其他国家，特别是美国的电商模式对比，也可以看出中国直播电商为何能够在全球范围内脱颖而出。

二、中国直播电商的现状与中美电商对比

　　近年来，直播电商在中国的普及速度令人惊叹。从早期的尝试到如今成熟的商业模式，这一领域已经形成了以淘宝直播、抖音、快手为代表的多平台格局。直播电商的核心在于通过主播向观众实时展示商品，并结合互动和优惠活动吸引消费者购买。这种模式不仅缩短了消费者与商品之间的距离，还通过娱乐化的形式增强了用户的购物体验。 　　直播电商的常见形式包括商品推荐和互动娱乐。例如，主播会详细展示商品的使用场景，回答观众提出的问题，同时利用限时优惠、赠品等方式促使消费者快速下单。这种即时性和互动性，不仅提高了购买转化率，也让购物变得更具参与感和趣味性。

　　相比之下，美国的电商模式则更偏向传统。消费者通常通过亚马逊等购物网站或通过社交媒体广告来完成购买，过程相对理性且缺乏即时互动。中国电商的优势在于更强的互动性和娱乐性，这一点尤其吸引年轻消费者。例如，中国的直播电商不仅是一种购物渠道，更是一种社交活动，消费者可以通过弹幕与主播互动，甚至与其他观众交流购物心得。

　　通过对比可以发现，中国直播电商之所以能在全球范围内脱颖而出，是因为它不仅满足了消费者的购物需求，还将购物与娱乐、社交深度融合。这种独特的模式，为电商的发展提供了新的可能性。

三、直播电商的优势与挑战

　　直播电商的成功离不开它的几大核心优势。首先，高度互动性是其最显著的特点。消费者可以在直播过程中直接提问，主播即时解答，这种实时沟通增强了消费者的信任感。其次，即时购买的促销方式，例如限时优惠和倒计时活动，刺激了消费者快速下单的欲望。此外，直播电商为品牌提供了一个全新的推广渠道，通过与知名主播合作，品牌能够更精准地触达目标消费者，提升曝光率和销量。

　　尽管直播电商发展迅速，但它也面临不少挑战。其中，虚假宣传是一个备受诟病的问题。一些主播为了吸引观众，不惜夸大商品效果或提供虚假信息，导致消费者产生信任危机。此外，行业监管的缺失也加剧了这一问题，目前针对直播电商的法律法规尚不完善。与此同时，随着市场的竞争加剧，同质化问题日益突出，许多平台和主播在内容和模式上缺乏创新，难以持续吸引消费者的注意力。

四、未来展望与结论

　　展望未来，直播电商将在技术驱动和全球化发展中迎来更多机遇。人工智能技术的应用将进一步提升消费者体验，例如更加精准的商品推荐和个性化服务。同时，虚拟主播的兴起也将成为行业的新亮点，通过数字化技术降低成本并扩大市场覆盖面。此外，随着中国电商模式逐步向海外输出，直播电商在全球市场中也将迎来更多的发展机会。

　　总的来说，直播电商作为中国电商行业的创新典范，已经展现出强大的发展潜力。它凭借互动性强、即时性高的特点，重新定义了人们的购物方式。然而，要实现长期可持续发展，行业还需在规范化和透明化方面下功夫。只有在建立消费者信任的基础上，直播电商才能在未来走得更远，成为全球电子商务的重要力量。

术语和表达

Live-stream e-commerce　直播电商

Market size　市场规模

Product showcasing　商品推荐

Interactive entertainment　互动娱乐

Instant purchasing　即时购买

Consumer behavior　消费者行为

Host influence　主播影响力

Decision-making process　购买决策过程

Competitive edge　竞争优势

Conversion rate　转化率

False advertising　虚假宣传

Market competition　市场竞争

AI-powered recommendation systems　人工智能推荐系统

Virtual hosts　虚拟主播

Sustainable development　可持续发展

问题与答案

1.中国直播电商的主要特点是什么？它们如何影响消费者行为？

答案：中国直播电商的主要特点是高度互动和即时购买。这些特点通过实时沟通增强了信任感，并通过限时促销等方式激发了消费者的冲动购买欲望。

2.中国的直播电商与美国电商模式有何不同？

答案：中国的直播电商注重互动性和娱乐性，促使消费者快速做出购买决策；而美国电商更多依赖传统购物网站和社交媒体广告，购买决策过程较为理性且较慢。

3.直播电商的主要优势是什么？为什么它对品牌来说是一个强有力的营销工具？

答案：直播电商的优势在于实时互动、通过限时优惠提高转化率，并为品牌提供了一个直接且有吸引力的营销渠道。

4.直播电商行业面临哪些挑战？这些挑战对行业发展有何潜在影响？

答案：直播电商面临虚假宣传、监管缺失和竞争激烈等挑战，这些问题可能削弱消费者的信任，影响行业的公信力，并导致市场饱和。

5.直播电商的未来趋势是什么？行业如何实现可持续发展？

答案：未来趋势包括AI驱动的个性化推荐、虚拟主播的兴起以及全球化扩展。要实现可持续发展，行业需要加强监管、提升信任度，并专注于长期价值的创造。

参考文献

[1]何容.小语种跨境电商直播情境下消费者购买决策的影响因素研究[J].商场现代化,2025,(02):22-24.DOI:10.14013/j.cnki.scxdh.2025.02.019.

[2]刘聪慧,吴雅楠,霍睿云.淘宝直播带货对消费者购买行为影响因素研究[J].现代商业,2023,(04):11-14.DOI:10.14097/j.cnki.5392/2023.04.007.

[3]韩箫亦,许正良.电商主播属性对消费者在线购买意愿的影响——基于扎根理论方法的研究[J].外国经济与管理,2020,42(10):62-75.DOI:10.16538/j.cnki.fem.20200820.301.

[4]Shen, R. (2020) The Comparative History and Development of E-Commerce in China and the United States. Journal of Mathematical Finance, 10, 483-498. doi: 10.4236/jmf.2020.103029.

人工智能声明

为了帮助我撰写期末论文，我使用了人工智能聊天机器人：ChatGPT。

我主要让它为我做了以下两件事：

一、 帮我总结参考文献的内容

二、 为我构建文章大纲

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> 在上传给ChatGPT三篇参考论文后，我对它发出指令：“请从 ‘选题、研究角度、研究方法和结论’ 这四个角度，帮我总结这三篇论文的内容。”

> ChatGPT的回复如下：

文章一：《淘宝直播带货对消费者购买行为影响因素研究》（刘聪慧,吴雅楠,霍睿云）

1. 选题：论文研究直播带货对消费者购买行为的影响，旨在探索直播带货中的各类因素（如产品、服务、主播等）如何影响消费者的购买意愿和行为。

2. 研究角度：从消费者行为学角度出发，采用SOR理论分析外部刺激因素如何通过影响消费者感知价值，进而影响购买行为。

3. 研究方法：采用问卷调查法收集1064份有效问卷，利用SPSS进行信效度检验，使用AMOS进行路径分析，验证假设并分析影响因素。

4. 结论：

1） 产品质量对感知有影响，但对购买行为无显著作用；

2） 消费者购买经验正向影响感知价值和购买行为；

3） 主播特征和服务对感知价值无显著影响；

4） 消费者感知价值对购买行为具有显著正向影响。

文章二：Shen, R. (2020) The Comparative History and Development of E-Commerce in China and the United States. Journal of Mathematical Finance,

这篇论文选题是对比中美电商的发展历程和差异，研究角度聚焦于物流、支付系统、技术、法律和文化因素的影响。研究方法为文献综述与定性分析，主要通过对比两国电商行业的现状与发展趋势来揭示其不同。结论指出，美国电商在全球领先，而中国电商快速崛起，尤其是阿里巴巴等企业的推动，并提出未来中国电商需加强物流和政策支持。

文章三：电商主播属性对消费者在线购买意愿的影响——基于扎根理论方法的研究（韩潇亦，许正良 吉林大学管理学院）

选题：研究电商主播的属性对消费者在线购买意愿的影响机制。

研究角度：从消费者行为学的视角，探讨电商主播的个人特质、互动方式和专业性等属性如何影响消费者的购买决策。

研究方法：采用扎根理论的质性研究方法，通过对68名具有电商直播观看经验的用户进行深度访谈，收集原始数据，构建影响模型。

结论：电商主播的属性通过影响消费者的内在状态，进而影响其在线购买意愿。 研究为电商企业和主播在实践中提高消费者购买欲望提供了参考。

---

> 我：“我想以中国的直播电商为话题写一篇论文，1000字左右即可，请帮我列一个大纲。”

> ChatGPT给出的大纲：

一、引言

简述直播电商的兴起背景及其在中国的快速发展，并提出本文研究目的：探讨直播电商的现状、挑战，并结合中美电商对比的学术研究，分析其独特性。

二、中国直播电商的现状

1）概述直播电商的市场规模与主要平台（如淘宝直播、抖音、快手）。

2）简要描述直播电商的常见模式（商品推荐、互动娱乐）及其对消费者行为的影响。

三、 直播电商的优势与挑战

1）优势：高互动性、即时购买促进、品牌营销新渠道。

2）挑战：虚假宣传、监管缺失、市场竞争激烈。

四、未来展望与结论

1）展望：技术驱动（AI推荐、虚拟主播）与全球化发展潜力。

2）结论：总结直播电商的前景，并呼吁行业规范与健康发展。

---

> 我：“我觉得还应该在其中加入关于 ‘中美电商对比’ 的学术研究，从多个维度来分析论证这一主题。你觉得在哪一部分中插入该内容比较合适？“

> ChatGPT的回复：

关于“中美电商对比的学术研究”的内容，可以作为分析直播电商现状的一部分来展开，因为它能够帮助更好地理解中国直播电商的特点以及与其他国家（尤其是美国）电商模式的差异。

我建议将这一内容插入到**第二部分“直播电商的现状”**中，作为对中国直播电商特点的深入分析。这样不仅可以展示中国电商模式的独特性，还能通过对比分析进一步突出中国直播电商的优势和潜力。

基于以上资料和内容，我撰写了这篇文章。

Final Exam Paper (English Version)

Title: Live Streaming E-commerce

Author: Yang Fan

Abstract

This article explores the rise and rapid development of live-stream e-commerce in China, highlighting its market size, main models, and impact on consumer behavior. Through a comparison with U.S. e-commerce models, it emphasizes the unique advantages of China's live-stream e-commerce. The article also discusses its key strengths, such as high interactivity and instant purchasing, alongside challenges like false advertising and market competition. Finally, it envisions the future of live-stream e-commerce, focusing on technological innovation and globalization potential, while advocating for industry standardization to ensure sustainable growth.

Keywords: live-stream e-commerce, high interactivity, instant purchasing, China-U.S. comparison, technological innovation, industry standardization

1. Introduction

With the rapid development of internet technology, e-commerce has evolved from traditional online shopping platforms to the innovative model of live-stream shopping. In recent years, this new approach has achieved remarkable success in China. By leveraging short video platforms and social media, live-stream hosts showcase and recommend products to consumers in real time. This not only shortens the distance between products and consumers but also enhances the shopping experience with interactive and entertaining features.

In 2023, the market size of live-stream e-commerce in China surpassed one trillion yuan and continues to grow rapidly. It has become one of the most dynamic and promising sectors in the e-commerce industry. As live-stream shopping gains traction, consumer behavior and its driving factors have become focal points of research. Existing studies often focus on platform operations, host influence, and content dissemination. However, understanding the decision-making process behind consumers' purchases during live streams remains an area that needs further exploration.

This article aims to explore the current state of live-stream e-commerce in China, the challenges it faces, and its unique characteristics compared to e-commerce in the United States. Specifically, it examines how factors such as products, services, and host characteristics influence consumers' perceptions and buying decisions. Through this analysis, the article seeks to provide insights for improving platform operations and enhancing consumer engagement.

2. The Current State of Live-Stream E-Commerce in China and Comparison with the U.S.

Live-stream e-commerce has experienced rapid growth in China, with platforms like Taobao Live, TikTok, and Kuaishou leading the market. The core of live-stream shopping lies in its interactive nature, where hosts present products, engage with viewers, and create an entertaining shopping atmosphere.

Two common approaches dominate this space: product showcasing and interactive entertainment. In the first approach, hosts demonstrate product features and answer viewer questions in real time, while the second integrates promotional deals and interactive activities to attract buyers. These strategies enhance the immediacy and engagement of the shopping experience, encouraging viewers to make purchases.

The high level of interaction between hosts and viewers builds trust and creates a sense of connection. This, combined with social and entertainment elements, makes live-stream e-commerce particularly appealing to younger consumers, who value personalized and engaging shopping experiences.

E-commerce models in China and the United States differ significantly. Chinese platforms prioritize interactivity and instant purchasing. Live-stream e-commerce, for example, integrates entertainment and social engagement to encourage quick buying decisions. This resonates with younger audiences who seek immediacy and personalization.

In contrast, U.S. e-commerce relies more on traditional online stores like Amazon or advertisements on social media platforms. The shopping process tends to be more rational and deliberate, with less emphasis on real-time interaction. This comparison highlights the unique strengths of China's live-stream e-commerce, particularly its ability to merge shopping with social interaction and entertainment. These qualities give it a competitive edge in the global e-commerce landscape.

3. Advantages and Challenges of Live-Stream E-Commerce

Live-stream e-commerce offers several distinct advantages. First, its high interactivity allows consumers to directly communicate with hosts, building trust and boosting purchase intentions. Second, the immediacy of live streams, enhanced by limited-time offers and countdowns, motivates viewers to make quick buying decisions, resulting in higher conversion rates. Lastly, it provides brands with a fresh marketing channel. By collaborating with popular hosts, brands can target their audience more effectively and increase visibility.

Despite its success, live-stream e-commerce faces significant challenges. One of the most pressing issues is false advertising. Some hosts exaggerate product benefits or provide misleading information, eroding consumer trust. Additionally, the lack of robust regulations makes it difficult to address these issues effectively. Moreover, intense market competition has led to a saturation of similar content and formats, making it harder for platforms and hosts to stand out and retain consumer interest.

4. Future Prospects and Conclusion

Looking ahead, live-stream e-commerce is poised for further innovation, driven by advancements in technology. AI-powered recommendation systems will enhance personalized shopping experiences, increasing customer satisfaction and boosting sales. Virtual hosts are also emerging as a new trend, offering cost-effective and scalable solutions for platforms. Furthermore, as Chinese e-commerce models expand internationally, live-stream shopping holds great potential for reshaping global markets and diversifying e-commerce practices worldwide.

In conclusion, live-stream e-commerce has become a powerful force in China’s digital economy. Its interactive and instant purchasing features have redefined how people shop, making it a key driver of growth in the e-commerce industry. However, challenges such as false advertising and insufficient regulations must be addressed to ensure sustainable development. By fostering trust and transparency, the industry can continue to thrive and set a global standard for innovation in e-commerce.

Terms and Expressions

Live-stream e-commerce　直播电商

Market size　市场规模

Product showcasing　商品推荐

Interactive entertainment　互动娱乐

Instant purchasing　即时购买

Consumer behavior　消费者行为

Host influence　主播影响力

Decision-making process　购买决策过程

Competitive edge　竞争优势

Conversion rate　转化率

False advertising　虚假宣传

Market competition　市场竞争

AI-powered recommendation systems　人工智能推荐系统

Virtual hosts　虚拟主播

Sustainable development　可持续发展

Questions and Answers

1.What are the main characteristics of live-stream e-commerce in China, and how do they influence consumer behavior?

High interactivity and instant purchasing are key features. They enhance trust through real-time communication and encourage impulse buying with promotions and countdowns.

2.How does live-stream e-commerce in China differ from e-commerce models in the United States?

Chinese live-stream e-commerce emphasizes interaction and entertainment, driving quick decisions, while U.S. e-commerce relies more on traditional websites and social media ads, leading to more rational and slower purchasing processes.

3.What are the key advantages of live-stream e-commerce, and why do they make it a powerful tool for brands?

It offers real-time interaction, boosts conversion rates with time-limited offers, and provides brands with a direct and engaging marketing channel.

4.What challenges does the live-stream e-commerce industry face, and what are their potential impacts on its growth?

Challenges include false advertising, lack of regulation, and intense competition, which can undermine trust, hinder industry credibility, and lead to market saturation.

5.What are the future trends of live-stream e-commerce, and how can the industry achieve sustainable development?

Future trends include AI-driven personalization, virtual influencers, and global expansion. Sustainable growth requires better regulation, improved trust, and a focus on long-term value creation.

References

[1] He Rong (2025). A study on the factors influencing consumer purchase decisions in the context of cross-border e-commerce live streaming in small languages. Modern Business, 2025(02), 22-24. DOI: 10.14013/j.cnki.scxdh.2025.02.019.

[2] Liu Conghui, Wu Yanan, & Huo Ruiyun (2023). A study on the factors influencing consumer purchase behavior in Taobao live streaming. Modern Business, 2023(04), 11-14. DOI: 10.14097/j.cnki.5392/2023.04.007.

[3] Han Xiaoyi, & Xu Zhengliang (2020). The impact of e-commerce anchor attributes on consumers' online purchase intentions: A study based on grounded theory. Foreign Economics and Management, 2020, 42(10), 62-75. DOI: 10.16538/j.cnki.fem.20200820.301.

[4]Shen, R. (2020) The Comparative History and Development of E-Commerce in China and the United States. Journal of Mathematical Finance, 10, 483-498. doi: 10.4236/jmf.2020.103029.

AI Statement

To help me to write my final paper, I have used the AI chatbot:ChatGPT.

I mainly relied on it for two tasks:

1. Summarizing the content of reference materials.

2. Helping me structure the outline of the paper.

---

> After uploading three reference papers to ChatGPT, I gave it the following instruction:"Please summarize the content of these three papers from four perspectives: topic, research angle, research methods, and conclusions."

> Here is ChatGPT's response:

Paper 1: "Factors Influencing Consumer Purchasing Behavior in Taobao Live Streaming Commerce" (Liu Conghui, Wu Yanan, Huo Ruiyun)

Topic: The paper investigates how live streaming commerce influences consumer purchasing behavior, focusing on various factors (e.g., products, services, and hosts) that affect consumer purchase intentions and actions.

Research Angle: Adopting a consumer behavior perspective, the study applies the SOR (Stimulus-Organism-Response) model to analyze how external stimuli impact perceived value, thereby influencing purchasing behavior.

Research Methods: The study collected 1,064 valid questionnaires using a survey method, conducted reliability and validity tests with SPSS, and performed path analysis with AMOS to test hypotheses and analyze influencing factors.

Conclusions:

1. Product quality impacts perceived value but does not significantly affect purchasing behavior.

2. Consumers' purchasing experience positively influences perceived value and purchasing behavior.

3. Host characteristics and services have no significant impact on perceived value.

4. Perceived value has a significant positive impact on purchasing behavior.

Paper 2: Shen, R. (2020). The Comparative History and Development of E-Commerce in China and the United States. Journal of Mathematical Finance

Topic: This paper compares the development trajectories and differences between e-commerce in China and the United States.

Research Angle: It focuses on the influence of logistics, payment systems, technology, legal frameworks, and cultural factors.

Research Methods: The study uses literature reviews and qualitative analysis to contrast the current state and development trends of the e-commerce industries in both countries.

Conclusions: The paper highlights that while the U.S. remains a global leader in e-commerce, China has rapidly risen, driven by companies like Alibaba. It suggests that China’s e-commerce sector needs to further enhance logistics and policy support in the future.

Paper 3: "The Impact of E-Commerce Host Attributes on Consumers' Online Purchase Intentions: A Study Based on Grounded Theory" (Han Xiaoyi, Xu Zhengliang, Jilin University School of Management)

Topic: This paper explores how the attributes of e-commerce hosts influence consumers' online purchase intentions.

Research Angle: From the perspective of consumer behavior, it examines how hosts’ personal traits, interaction styles, and professionalism affect purchasing decisions.

Research Methods: Using a qualitative research approach based on grounded theory, the study conducted in-depth interviews with 68 users who have experience watching e-commerce live streams, collecting raw data to construct an influence model.

Conclusions: The attributes of e-commerce hosts influence consumers' internal states, which in turn affect their online purchase intentions. The findings provide practical insights for e-commerce businesses and hosts to enhance consumer purchase desires.