Utilitarian and Hedonic Motivations for Live Streaming Shopping
By Jie Cai, Donghee Yvette Wohn, Ankit Mittal, Dhanush Sureshbabu. ACM International Conference on Interactive Experiences for TV and Online Video, 2018
323 citations recorded by the source corpus.
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.
Subfields: Information Systems and Management, Marketing, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/6f3f2a2c3c96d9f51283fe9da96422141493da4a
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Citations in the corpus
- What Drives Consumer Shopping Behavior in Live Streaming Commerce (2020, background): “The possible explanations can be as follows: Viewers mainly engage in live streaming commerce NOT to efficiently complete their shopping tasks [Cai et al. 2018].”
- A Study on the Impact of Linguistic Persuasive Styles on the Sales Volume of Live Streaming Products in Social E-Commerce Environment (2021, background): “Therefore, more and more consumers are drawn to live-stream shopping and are willing to purchase products through the introduction of products by the host [24,25].”