Utilitarian and hedonic motivations for live streaming shopping

Document Type

Conference Proceeding

Publication Date

6-25-2018

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.

Identifier

85050559606 (Scopus)

ISBN

[9781450351157]

Publication Title

Tvx 2018 Proceedings of the 2018 ACM International Conference on Interactive Experiences for Tv and Online Video

External Full Text Location

https://doi.org/10.1145/3210825.3210837

First Page

81

Last Page

88

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