Factors Influencing Consumer Buying Behaviour in Live Commerce and Traditional E-commerce Platforms: A Study of Indian Consumers

Abstract

The rapid growth of online shopping has transformed consumer buying behaviour. Traditional e-commerce platforms provide convenience and customer reviews, while live shopping introduces real-time interaction between sellers and consumers. The present study examines the influence of trust, live interaction and convenience on consumer buying behaviour in online shopping. Primary data were collected from 150 respondents through interviews using pre-defined questions based on the study objectives. The study used descriptive statistics, reliability analysis, correlation analysis and multiple linear regression. The reliability analysis demonstrated high internal consistency of the measurement scales, with Cronbach’s alpha values ranging from 0.933 to 0.954. The regression model produced R = 0.811 and R² = 0.658, indicating that trust, live interaction and convenience collectively explain 65.8% of the variation in consumer buying behaviour. Trust and convenience were found to have significant positive effects on consumer buying behaviour, whereas live interaction did not show a statistically significant independent effect. The findings highlight the importance of building consumer trust and providing convenient online shopping experiences.