Journal Issues

Abstract- This study concludes that different live-streaming e-commerce host styles significantly influence college students’ purchasing behavior. Among the three examined styles, authoritative live-streaming style demonstrates the strongest positive impact, followed by friendly live-streaming style and professional live-streaming style. The findings also indicate that college students generally show moderate-to-high recognition of host styles and exhibit relatively active purchasing tendencies in live-streaming contexts. In addition, demographic characteristics such as gender, grade level, and monthly disposable income are associated with variations in purchasing behavior. To obtain these results, this research investigated the effects of Professional live-streaming style, Friendly live-streaming style, and Authoritative live-streaming style on College Student Purchasing Behavior through a structured questionnaire survey of college students in mainland China with live-stream shopping experience. Descriptive statistics, reliability analysis, correlation analysis, difference tests, and multiple regression analysis were conducted to examine the proposed hypotheses. The empirical evidence confirms that all three host styles have significant positive effects on purchasing behavior, providing theoretical support for understanding interpersonal influence mechanisms in live-streaming e-commerce and offering practical implications for platform operations and marketing strategy optimization.

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