Structural equation model of E-commerce live broadcasting influencing customers purchase intention prediction using machine learning

Abstract There is a growing need to understand how live streaming e-commerce influences consumers’ purchasing behavior. Perceived value, engagement, and live streaming quality are crucial components that utilized structural equation modeling (SEM) to examine the factors that influence purchase intentions. This study presents a methodology for analyzing the variables that influence live streaming e-commerce purchase decisions. The study uses SEM and Machine Learning algorithms like Bayesian model, Random Forest, XGBoost, KNN and SVM to assess the prediction. This paper uses two feature transformation methods (MinMax and Zscore) and two feature selection models (InfoGain and Correlation) to improve the…