With the development of new media technology, some new changes have been brought to traditional shopping.In this environment, live streaming e-commerce has been loved by online Siemens HB878GBB6B iQ700 Built-in oven Electric Black 60cm consumers.We adopted the theory of planned behavior (TPB), perceived interactivity and perceived utilitarian value as the theoretical basis for research.
In the part of data collection, we surveyed 600 Chinese online consumers, the results showed that attitude, subjective norms, perceived behavior control, perceived interactivity and perceived utilitarian value significantly affected COLD-PRO IMMUNE FORMULA consumer behavior intention.The article also discussed the practice and theoretical contributions for live streaming e-commerce.