The Role of Consumer Behavior and Loyalty in Shaping Purchase Intention in Live-Streaming E-Commerce

Abstract

Purpose — This study aims to examine the influence of consumer behavior on purchase intention through consumer loyalty as a mediating variable within the context of live-streaming e-commerce. The rapid development of interactive digital commerce has transformed consumer purchasing patterns, making it essential to understand how behavioral engagement influences loyalty and purchasing decisions.

Design/methods/approach – A quantitative approach with a causal research design was employed. Data were collected from 192 respondents who had experience using live-streaming shopping features and live discount vouchers on e-commerce platforms. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate both direct and indirect relationships among consumer behavior, consumer loyalty, and purchase intention.

Findings – The results indicate that consumer behavior has a significant positive effect on purchase intention and consumer loyalty. Consumer loyalty also significantly influences purchase intention and serves as a mediating variable that strengthens the relationship between consumer behavior and purchase intention. The structural model demonstrates strong explanatory power, indicating that consumer behavior and loyalty are key determinants of purchasing decisions in live-streaming commerce environments.

Research implications/limitations— This study contributes to the development of digital consumer behavior literature by integrating consumer behavior and loyalty within the live-streaming commerce context. However, the study is limited to respondents in one geographic area and focuses on specific promotional features. Future research may include additional variables such as trust, perceived value, and digital experience to expand the model.

Originality/value – This research provides empirical insights into the strategic role of consumer loyalty in mediating the relationship between consumer behavior and purchase intention in live-streaming e-commerce. The findings offer practical implications for e-commerce platforms to develop interactive and loyalty-driven promotional strategies that enhance consumer engagement and sustain purchasing intention in competitive digital markets.