Utilitarian and hedonic motivations for live streaming shopping

Jie Cai, Donghee Yvette Wohn, Ankit Mittal, Dhanush Sureshbabu

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

18 Scopus citations

Abstract

Watching live streams as part of the online shopping experience is a relatively new phenomenon. In this paper, we examine live streaming shopping, conceptualizing it as a type of online shopping that incorporates real-time social interaction. Live streaming shopping can happen in two ways: live streaming embedded in e-commerce, or e-commerce integrated into live streaming. Based on prior research related to live streaming and consumer motivation theories, we examined the relationships between hedonic and utilitarian motivations and shopping intention. We found that hedonic motivation is positively related to celebrity-based intention and utilitarian motivation is positively related to product-based intention. A content analysis of open-ended questions identified eight reasons for why consumers prefer live streaming shopping over regular online shopping.

Original languageEnglish (US)
Title of host publicationTVX 2018 - Proceedings of the 2018 ACM International Conference on Interactive Experiences for TV and Online Video
PublisherAssociation for Computing Machinery, Inc
Pages81-88
Number of pages8
ISBN (Electronic)9781450351157
DOIs
StatePublished - Jun 25 2018
Event5th ACM International Conference on Interactive Experiences for TV and Online Video, TVX 2018 - Seoul, Korea, Republic of
Duration: Jun 26 2018Jun 28 2018

Publication series

NameTVX 2018 - Proceedings of the 2018 ACM International Conference on Interactive Experiences for TV and Online Video

Other

Other5th ACM International Conference on Interactive Experiences for TV and Online Video, TVX 2018
CountryKorea, Republic of
CitySeoul
Period6/26/186/28/18

All Science Journal Classification (ASJC) codes

  • Computer Science(all)
  • Control and Systems Engineering
  • Electrical and Electronic Engineering

Keywords

  • Behavioral intentions
  • E-commerce
  • Hedonic
  • Live streaming shopping
  • Live streams
  • Technology Acceptance Model (TAM)
  • Utilitarian motivations

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