Shopping Motivation in Live Streaming: A Means-End Chain Approach

Abstract

Facebook (FB) is a social networking site that offers live streaming feature, FB Live, where some users use it as a means to demonstrate and sell fashion clothes while some may watch and make purchase. Prior studies suggest that several shopping attributes may influence consumer values including product attributes (e.g. assortment, quality, trendiness, and brand name), seller attributes (e.g. presentation, interactivity, guidance, image, physical attractiveness, and humor), and price. However, it is not known if such list of attributes is fully applicable or complete. Therefore, there is a need to investigate the hierarchical nature of shopping motivation in live streaming. This study intends to explore live streaming shopping attributes and develop consumer value hierarchy by adopting means-end chain theory. A total of 30 in-depths interviews with FB Live users who shop fashion clothes in Thailand were conducted using laddering technique. The results are shown in hierarchical value maps identifying several attributes that motivate users to shop and their corresponding consumer values. Several important attributes are found in addition to the known list including clothing style, clear presentation of price, seller politeness, seller verbal attractiveness, seller pacing, background ambiance, broadcast timing announcement, number of viewers, seller FB page, and fast delivery. Three major motivational patterns have emerged from the maps including frictionless shopping, shopping enjoyment, and value seeking. Three minor ones have also emerged including quality seeking, fashion orientation, and product selection support. They are presented along with associated attributes allowing fashion clothing sellers to correspond.

Innovation in evaluating and recommending fashion clothing sellers on live streaming

“…In the original proposed framework, there were a total of 11 live streaming shopping attributes: six seller-related attributes (seller image, seller interactivity, seller presentation, seller shopping guidance, seller humor, and seller sex appeal), four product-related attributes (product assortment, product quality, product trendiness, and product brand name), and product pricing attribute. However, our findings in the qualitative part of our study expand this list to include 9 more attributes: seller politeness, seller verbal attractiveness, seller pacing, product personal appeal, price transparency, background ambiance, broadcast timing announcement, the number of viewers, and the content of seller FB page (Chandrruangphen, Assarut, & Sinthupinyo, 2021). These additional attributes have also been discussed before in the prior literature involving their effects on consumer trust and shopping behaviors.…”

Examining the Key Factors that Drives Live Stream Shopping Behavior

“…It is also important to mention here that the cultural affiliation of the respondents did not have an effect or interfere with how other aspects of live-stream shopping influenced purchase intention. It has been shown by Ma (2021) [4] that culture may lead to situations where people may promote experiences that align with their beliefs. The findings, however, reveal that this may not be the case as culture has little influence on the purchase intentions of live stream shoppers in Thailand.…”

“…Many people buy things primarily on referrals from friends and relatives, and an owner's live-streaming channel creates a similar sense of confidence and recognition, which helps companies gain traction. The live-streaming sector came to Southeast Asia in 2015, with major companies like Kitty Live and BIGO Live [4]. The Lazada and Shopee online platforms have also added to the live shopping features.…”

“…Hou et al (2019) [17] have looked at elements like seller interaction, comedy, and sex appeal. Sun et al (2019) [16] investigation focused on characteristics including a seller's presenting abilities, interactivity, and shopping advice, while Chandrruangphen et al (2021) [3] used consumer interviews to investigate several live streaming characteristics in fashion apparel shopping. The earlier research, particularly in the context of live streaming shopping, falls short in its analysis of the drivers of the live streaming shopping narrative.…”

Factors affecting customer loyalty in live-streaming shopping via facebook

“…Trong mua sắm trực tuyến, hầu hết các nghiên cứu đã kiểm chứng những giá trị tiện ích giúp người mua sắm hoàn thành nhiệm vụ mua sắm của họ [15][16][17] . Giá trị mua sắm tiện ích có thể phụ thuộc vào việc cảm xúc NTD cụ thể kích thích mua sắm của NTD 18 . Trong khi đó, giá trị trải nghiệm tìm kiếm niềm vui, sự tưởng tượng và sự thích thú thông qua cảm xúc trong quá trình mua sắm.…”