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

Document Type

Conference Proceeding

Publication Date

1-1-2019

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.

Identifier

85079529814 (Scopus)

ISBN

[9780998133126]

Publication Title

Proceedings of the Annual Hawaii International Conference on System Sciences

ISSN

15301605

First Page

2548

Last Page

2557

Volume

2019-January

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