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The Impact of Live Streaming Shopping on Luxury Cosmetic Brand Consumer Decision Making Process in the Internet Economy —— Chinese Young Female Consumers

— Live streaming is a relatively new business model, which allows vendors to face and interact with consumers in real-time directly. Live streaming has continued to increase rapidly in recent years in China. There are still limited studies on live streaming towards the consumer decision-making process. This study focuses on the consumer decision process in live streaming commerce. An online survey was implemented, and 200 responses were collected. In this study using the structural equation modelling, the results indicate that the perceived benefits of watching live streaming positively correlate with willingness to buy online. In addition, there is a positive relationship between positive electronic word of mouth (eWOM) and willingness to buy online. These two parts of the discussion are appropriate to live streaming strategy and positive eWOM. Furthermore, this paper finally provides some managerial and practical findings based on our findings. By examining live streaming on consumer purchase behaviour, this study enriches the theoretical understanding of live streaming in e-commerce.