The Influence of Live Streaming Commerce on Customer Behavior
DOI:
https://doi.org/10.54097/hbem.v20i.12338Keywords:
Live streaming commerce, customer behavior, influencer marketing.Abstract
Live streaming e-commerce, commonly referred to as "live stream shopping", constitutes a novel retail paradigm wherein real-time video broadcasts are employed to promote and sell products directly to consumers. This emerging phenomenon synergistically combines elements of traditional e-commerce, entertainment, and social interaction, fostering a distinctive shopping experience characterized by immediacy, interactivity, and personal engagement. This paper categorizes the forms of live streaming into two distinct types, and further delineates the impact on consumer behavior into three classifications. It deliberates upon the multifaceted effects of diverse live streaming formats on various facets of consumer behavior, subsequently summarizing both commonalities and discrepancies among them. Ultimately, based on the outcomes, this study provides pertinent recommendations to both the e-commerce industry and consumers, offering insightful guidance for optimal practices.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
