Dataset on Consumer Behavior Survey of E-commerce Live Streaming in Northwest China

Covering multiple prefecture-level cities in Northwest China as the core sampling areas, it collects consumers’ personal attributes, live streaming platform preferences, viewing frequency, purchase intention and purchase behavior. It also includes multi-dimensional scale data involving anchor trustworthiness, product quality perception, price preference perception, platform trust, interactive experience, logistics satisfaction, and regional brand awareness.The dataset consists of valid samples with standardized fields and no missing or abnormal values.

It can be applied to empirical analysis of influencing factors for rural e-commerce live streaming in Northwest China, consumer behavior modeling and rural e-commerce development research. It also provides reliable original data support for university graduation projects and regional e-commerce policy studies.