Live streaming commerce: Uses and gratifications approach to understanding Consumers' motivations

Research output: Chapter in Book/Report/Conference proceedingConference contribution

19 Scopus citations

Abstract

In this paper, we introduce live streaming commerce- e-commerce integrated with real-time social interaction via live streams. Using a uses and gratifications framework, we identified four motivations (enjoyment of interaction, substitutability of personal examination, need for community, and trend setting) related to live streaming commerce, and explored relationships between motivations and behavioral intentions in three different scenarios: general watching scenario, product search scenario, and internet celebrity scenario. Results showed that substitutability of personal examination was associated with the general watching scenario and product search scenario, while enjoyment of interaction was associated with the internet celebrity scenario. Trend setting was associated with all scenarios but need for community was insignificant with all scenarios. Design implications based on results are discussed for future live streaming commerce system development.

Original languageEnglish (US)
Title of host publicationProceedings of the 52nd Annual Hawaii International Conference on System Sciences, HICSS 2019
EditorsTung X. Bui
PublisherIEEE Computer Society
Pages2548-2557
Number of pages10
ISBN (Electronic)9780998133126
StatePublished - 2019
Event52nd Annual Hawaii International Conference on System Sciences, HICSS 2019 - Maui, United States
Duration: Jan 8 2019Jan 11 2019

Publication series

NameProceedings of the Annual Hawaii International Conference on System Sciences
Volume2019-January
ISSN (Print)1530-1605

Conference

Conference52nd Annual Hawaii International Conference on System Sciences, HICSS 2019
Country/TerritoryUnited States
CityMaui
Period1/8/191/11/19

All Science Journal Classification (ASJC) codes

  • Engineering(all)

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