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

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

Authors
Jie Yang1, Li Li1, *
1School of Economics and Management, Nanjing University of Science and Technology, Nanjing, 210094, China
*Corresponding author. Email: lily69111@126.com
Corresponding Author
Li Li
Available Online 29 April 2026.
DOI
10.2991/978-94-6239-642-5_117How to use a DOI?
Keywords
E-commerce livestreaming; Purchase intention; Meta-analysis; Influencing factors
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.

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_117How 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  - Jie Yang
AU  - Li Li
PY  - 2026
DA  - 2026/04/29
TI  - A Study on Factors Affecting Consumer Purchase Intentions in E-commerce Live Streaming Based on Meta-analysis
BT  - Proceedings of the 2026 11th International Conference on Financial Innovation and Economic Development (ICFIED 2026)
PB  - Atlantis Press
SP  - 1111
EP  - 1118
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-642-5_117
DO  - 10.2991/978-94-6239-642-5_117
ID  - Yang2026
ER  -