Computer Supported Cooperative Work (CSCW) · 2022 · 156 citations · 72 references
BusinessInformation SystemsMarketingConsumer BehaviorE-commerce RetailingE-commerce SystemsBusiness-to-consumer E-commerceConsumer Decision-makingConsumer InvolvementConsumer TheoryE-commerce MarketingOnline Consumer BehaviorChannel IntermediariesConsumer Decision InvolvementConsumer Decision-making AnalysisConsumer Information AcquisitionE-commerce Shopping BehaviorInformation IntermediariesLive ShoppingLive Streaming Commerce
Live Streaming Commerce (LSC) is rapidly expanding in China and globally, allowing sellers to interact with consumers via live streams while enabling in‑stream purchases, yet systematic analysis of consumer decision‑making in this context remains scarce. This study investigates how merchant‑consumer communication and streamer participation in LSC influence consumers’ decision‑making. The authors conducted a mixed‑methods study comprising surveys of 240 LSC consumers and follow‑up interviews with 16 participants. LSC enables merchants to provide tailored information and services, while the engaging atmosphere and streamer influence encourage purchases, underscoring opportunities and challenges for the industry.
Abstract Live Streaming Commerce (LSC) is proliferating in China and gaining traction worldwide. LSC is an e-commerce service where sellers communicate with consumers through live streaming while consumers can place orders within the same system. Despite the significant involvement of consumers in LSC, it has not been systematically analyzed how consumers make shopping decisions when engaging with LSC. In this paper, we conduct a mixed-methods study, consisting of surveys ( N 1 = 240) and follow-up interviews ( N 2 = 16) with LSC consumers. We focus on two features of LSC, i.e., the communication between merchants and consumers through live streaming and the participation of streamers, and aim to understand how these changes influence consumers’ decision-making process in LSC. We find that LSC enables merchants to exchange information with consumers based on their needs and provide additional customer services. Because of the appropriate information about the products they acquire and the enjoyable shopping atmosphere, consumers are willing to purchase products in LSC. As the intermediaries between merchants and consumers, streamers utilize their independent identity from merchants to enhance consumers’ awareness of shopping and persuade their online shopping decisions. Moreover, we consider the opportunities and challenges of current LSC services and provide implications for LSC services and the research community regarding the development of LSC.
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Understanding Media: The Extensions of Man
Stuart Levine, Marshall McLuhan · American Quarterly · 1964 · 12.4K citations
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