Background: In recent years more and more consumers in the Chinese market are participating in e-commerce live streaming platforms for online shopping, which is a challenge for traditional e-commerce and an opportunity for brands. TikTok and Alibaba, as one of the major e-commerce live streaming platforms and traditional e-commerce platforms in China, can provide a new perspective for brands.

Purpose: By comparing the influences that are likely to make the difference between e-commerce live streaming and traditional e-commerce, study the factors that are more likely to influence the purchasing behavior of live streaming users and provide new ideas on how e-commerce can increase sales and satisfy customer needs.

Method: The researcher used a quantitative research method to sample users of TikTok e-commerce live streaming and Alibaba traditional e-commerce for the purposive sampling advance then use the simple random sampling and sent out surveys, using the deductive approach to reasoning and summarize the data obtained.

Conclusion: The results show that e-commerce live streaming has advantages compared to traditional e-commerce in terms of emotional needs, brand closeness, fewer negative comments, and less reconsideration of purchase needs and delayed purchases under time pressure. The reasons why the advantages arise are also analyzed in the context of the AIDA model. Finally, the researcher also provide own views and opinions.