The influence of live e-commerce factors on online shopping behaviour among female Douyin users in China

Live e-commerce has transformed online shopping by introducing real-time interaction and entertainment. This study examines how Interactive Behaviour Characteristics, Influencer Image, Product Individualization, and Promotion influence female online shopping behaviour on the Douyin platform, which has become increasingly important for targeted marketing. Guided by the Source Credibility Theory (SCT), this research explains how credibility cues from influencers and live content shape female consumers’ trust and purchasing decisions. A quantitative method was adopted, and data were collected through structured questionnaires. The respondents consisted of female Douyin users who participate in live shopping.The dataset was analysed using descriptive and inferential statistics. The results reveal that all four factors, that is, Interactive Behaviour Characteristics, Influencer Image, Product Individualization, and Promotion, have a positive and statistically significant influence on female online shopping behaviour. Promotion demonstrated the strongest effect, suggesting that price incentives and time-limited offers play a critical role in driving purchase decisions. These findings provide practical implications for businesses and theoretical contributions by extending the application of the Source Credibility Theory to the context of live e-commerce and female consumer behaviour. Future studies could explore additional influencing factors, such as platform trust or social proof, to gain a deeper understanding of consumer motivations in this evolving digital landscape