TY - GEN
T1 - Utilitarian and hedonic motivations for live streaming shopping
AU - Cai, Jie
AU - Wohn, Donghee Yvette
AU - Mittal, Ankit
AU - Sureshbabu, Dhanush
N1 - Publisher Copyright:
© 2018 Association for Computing Machinery.
PY - 2018/6/25
Y1 - 2018/6/25
N2 - 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.
AB - 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.
KW - Behavioral intentions
KW - E-commerce
KW - Hedonic
KW - Live streaming shopping
KW - Live streams
KW - Technology Acceptance Model (TAM)
KW - Utilitarian motivations
UR - http://www.scopus.com/inward/record.url?scp=85050559606&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85050559606&partnerID=8YFLogxK
U2 - 10.1145/3210825.3210837
DO - 10.1145/3210825.3210837
M3 - Conference contribution
AN - SCOPUS:85050559606
T3 - TVX 2018 - Proceedings of the 2018 ACM International Conference on Interactive Experiences for TV and Online Video
SP - 81
EP - 88
BT - TVX 2018 - Proceedings of the 2018 ACM International Conference on Interactive Experiences for TV and Online Video
PB - Association for Computing Machinery, Inc
T2 - 5th ACM International Conference on Interactive Experiences for TV and Online Video, TVX 2018
Y2 - 26 June 2018 through 28 June 2018
ER -