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

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

Authors
Yijin Lin1, *
1School of Business, Macau University of Science and Technology, Macau, 999078, China
*Corresponding author. Email: 1220008013@student.must.edu.mo
Corresponding Author
Yijin Lin
Available Online 29 April 2026.
DOI
10.2991/978-94-6239-642-5_108How to use a DOI?
Keywords
E-commerce Live-Streaming; Big Data; Consumer Perception
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.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2026 11th International Conference on Financial Innovation and Economic Development (ICFIED 2026)
Series
Advances in Economics, Business and Management Research
Publication Date
29 April 2026
ISBN
978-94-6239-642-5
ISSN
2352-5428
DOI
10.2991/978-94-6239-642-5_108How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yijin Lin
PY  - 2026
DA  - 2026/04/29
TI  - An Analysis of the Influence Paths of Big Data-Enabled E-commerce Live-streaming on Consumer Perception
BT  - Proceedings of the 2026 11th International Conference on Financial Innovation and Economic Development (ICFIED 2026)
PB  - Atlantis Press
SP  - 1024
EP  - 1032
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-642-5_108
DO  - 10.2991/978-94-6239-642-5_108
ID  - Lin2026
ER  -