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A Study on Factors Affecting Consumer Purchase Intentions in E-commerce Live Streaming Based on Meta-analysis

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

Author

Listed:
  • Jie Yang

    (Nanjing University of Science and Technology, School of Economics and Management)

  • Li Li

    (Nanjing University of Science and Technology, School of Economics and Management)

Abstract

This study integrates fragmented findings on factors influencing consumers’ purchase intentions in e-commerce live streaming to identify key determinants and their effect magnitudes. A meta-analysis synthesized 73 empirical studies. Eighteen factors across live streaming technology, streamer, product, and consumer dimensions were analyzed using CMA 3.0 for heterogeneity, publication bias, main effects, and moderation (time, region, gender, age).All 18 factors significantly impacted purchase intentions: 12 had strong correlations, and 6 had moderate correlations. Both time and region had significant moderating effects on specific factors, whereas gender and age had negligible moderating effects. The analysis constructs a comprehensive framework clarifying the relative strength of influencing factors, advancing theoretical and practical foundations for future research.

Suggested Citation

  • Jie Yang & Li Li, 2026. "A Study on Factors Affecting Consumer Purchase Intentions in E-commerce Live Streaming Based on Meta-analysis," 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 1111-1118, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6239-642-5_117
    DOI: 10.2991/978-94-6239-642-5_117
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