With the rapid development of livestreaming commerce in China, consumers spend an increasing amount of time watching and purchasing on the platform. This study examines the development of customer satisfaction and cognitive assimilation through live streaming by considering the drivers from perceived serendipity, affective and cognitive perspectives. Consumer value, which consists of utilitarian, hedonic, and social components, is an appropriate framework to adopt in studying effects of livestreaming commerce broadcast, because it includes all major benefits of watching livestreaming simultaneously. Survey data were collected from 453 respondents with livestreaming shopping experience in Hong Kong. Partial least squares structural equation modeling was applied to test the proposed relationships in this study. Our results suggest that the perceived serendipity, quality of presentation and social presence of livestreaming shopping can enhance customers’ satisfaction and cognitive assimilation through consumer values. The findings can help practitioners design more effective approaches for livestreaming e-commerce.

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