A study on the impact of real-time evaluation of E-commerce live broadcasts on the purchase intention of beauty consumers : with consumer involvement as the medium

Abstract

With the rise of e-commerce live streaming, consumers can quickly access product information through live interactions and real-time comments. These instant reviews play a crucial role in shaping purchasing decisions. This study employs a questionnaire survey to collect valid sample data and applies statistical methods such as regression and correlation analysis to examine the relationship between real-time reviews and beauty consumers’ purchase intentions. It further explores how consumer involvement moderates this relationship. The findings indicate that real-time reviews have a significant positive influence on purchase intentions during live broadcasts, with both the quantity and quality of reviews strongly correlating with consumer buying behavior. Additionally, product attitude serves as a key mediator between real-time reviews and purchase intentions. Consumers with higher involvement tend to pay closer attention to real-time reviews, making their impact on purchase decisions even more pronounced. For beauty brands, leveraging the real-time review function in e-commerce live streaming is essential. Encouraging consumers to leave positive reviews can enhance brand trust and product recognition, ultimately driving purchase intentions. Furthermore, increasing consumer involvement can amplify the positive effects of real-time reviews on buying decisions