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Abstract: With the rapid development of Internet technology, live e-commerce has become a crucial growth driver in China's e-commerce sector. As the core connector in the live e-commerce transaction scenario, the professionalism of hosts directly affects consumers' purchase decisions. This study takes live e-commerce consumers as the research object and adopts an empirical analysis method to explore the impact of host professionalism on consumers' purchase intention. A questionnaire survey was conducted to collect data, and a total of 380 valid samples were obtained. SPSS statistical software was used for descriptive statistics, reliability and validity analysis, and regression analysis. The results show that the four dimensions of host professionalism—product knowledge, expressive ability, interactive skills, and adaptability—all have a significant positive impact on consumers' purchase intention. Finally, based on the research conclusions, suggestions are put forward for live e-commerce platforms and hosts to improve professionalism and enhance consumers' purchase intention, aiming to promote the healthy and sustainable development of the live e-commerce industry.
 

Keywords: Live E-commerce; Host Professionalism; Purchase Intention; Empirical Analysis