As online shopping behavior evolves, live-streaming e-commerce (LSE) has emerged as a disruptive innovation, merging entertainment, real-time interaction, and digital shopping into a single immersive experience. Despite its growing popularity, the psychological and social mechanisms driving consumer behavior in these dynamic environments remain under-explored.

This study investigates the factors influencing consumer purchase intentions and brand trust during live shopping events. By examining real-time engagement features—such as live chats, interactive Q&A sessions, and time-sensitive offers—the research explores how para-social relationships with streamers and perceived authenticity shape consumer responses. The findings reveal that emotional stimulation and social connection create a sense of urgency and trust, providing critical strategic insights for digital marketers and brands in the fashion and retail sectors looking to leverage the next frontier of social commerce.

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