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An Analysis of the Influence Paths of Big Data-Enabled E-commerce Live-streaming on Consumer Perception

In: Proceedings of the 2026 11th International Conference on Financial Innovation and Economic Development (ICFIED 2026)

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  • Yijin Lin

    (Macau University of Science and Technology, School of Business)

Abstract

This study systematically explores the impact pathways of e-commerce live-streaming on consumer perception in the context of big data. The article first analyzes three core factors influencing user perception: the professionalism and trustworthiness of the live-stream host, the interactivity and engagement of the live-stream, and social influence and bandwagon effect. The research finds that the host’s professionalism is the cornerstone of building consumer trust, while the platform’s real-time interactivity deepens consumer engagement through both emotional and cognitive pathways. Additionally, group interactions and social identification within live-streaming environments can trigger herd consumption behavior. Based on this, this paper further explores how big data technology can enhance and optimize these factors through precise recommendations and real-time feedback. Finally, this paper analyzes the challenges currently facing the live-streaming e-commerce model at the consumer, industry, and regulatory levels, such as information overload, false advertising, data privacy and security issues, and regulatory lag. It proposes corresponding countermeasures and recommendations from the perspectives of content quality, internal corporate management, and multi-party collaborative regulation.

Suggested Citation

  • Yijin Lin, 2026. "An Analysis of the Influence Paths of Big Data-Enabled E-commerce Live-streaming on Consumer Perception," Advances in Economics, Business and Management Research, in: Xiongfeng Pan & Huaping Sun & Abdul Rauf & Md Rabiul Islam & Liew Chee Yoong (ed.), Proceedings of the 2026 11th International Conference on Financial Innovation and Economic Development (ICFIED 2026), pages 1024-1032, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6239-642-5_108
    DOI: 10.2991/978-94-6239-642-5_108
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