The role of live streaming in building consumer trust and engagement with social commerce sellers

Wongkitrungrueng, Apiradee; Assarut, Nuttapol

doi:10.1016/j.jbusres.2018.08.032

Cited by 730 publications

(735 citation statements)

References 124 publications

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“…However, psychological distance and perceived uncertainty could still cause consumers to be less inclined to buy products on livestreaming platforms. Further research demonstrates that perceived self-consistency enhances consumers' willingness to buy [20], [21].…”

Section: Introductionmentioning

confidence: 95%

The Impact of Impulsive Consumption on Supply Chain in the Live-Streaming Economy

Yong

Cai

2021

IEEE Access

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Live e-commerce is an emerging business model in one form of which online influencers sell goods through live-streaming platforms. In this paper, we develop a live e-commerce supply chain pricing model with online influencers as retailers, with which we investigate the effects of consumers' impulsive consumption behavior, satisfaction. This paper analyzes the impact of consumers' impulse purchases on both manufacturers and retailers, and separately, on supply chains. We also assess consumers' purchase decisions when they watch online influencers promoting products via live-streaming. The results reveal that the impact of impulse spending on supply chain agents is non-monotonic. Rational pricing decisions and ensuring high-value products are the keys to profitability and impulse spending that lead to consumer satisfaction and can increase competition in the market. Therefore, supply chain decision makers should increase customers' satisfaction by offering products and enhancement following impulse consumption, rather than simply encouraging further impulse consumption behavior, which can often result in buyer's remorse and returned merchandize.

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Section: Introductionmentioning

confidence: 95%

The Impact of Impulsive Consumption on Supply Chain in the Live-Streaming Economy

Yong

Cai

2021

IEEE Access

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“…Like most trending phenomena, live streaming has been applied to a range of research contexts. Examples include game streaming (Kaytoue et al 2012 ; Taylor 2018 ), live streaming e-commerce and service (Scheibe et al 2016 ; Wongkitrungrueng and Assarut 2018 ), and e-sports (Burroughs and Rama 2015 ). However, the scope of these studies focused mainly on the technical structure of live streaming, with some exceptions that focused on social foundations which might explain the mechanisms of live streaming (Hilvert-Bruce et al 2018 ; Lim et al 2020 ).…”

Section: Live Streaming and Tlsmentioning

confidence: 99%

Travel live streaming: an affordance perspective

Deng

Benckendorff

Wang

2021

Inf Technol Tourism

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This study draws on tourism literature and current examples to propose that the emergence of Travel Live Streaming (TLS) provides new affordances for live streamers, viewers, and sponsors. Despite its increasing popularity and the new opportunities for communication and marketing in tourism, TLS has received limited attention in the academic literature. The aim of this paper is to use affordances theory to understand some of the key features and benefits of TLS. It is argued that TLS affordances include temporal, spatial, interactive, and media affordances. These affordances support new opportunities and actions for travel live streamers, viewers, and sponsors. The paper proposes an affordance-based TLS framework and concludes with three propositions to guide future research directions.

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“…The interactive real-time nature of live stream shopping has been demonstrated to reduce the audience's lack of perceived control [18,19], and improve their consumption experiences and acceptance of branded products/services [20]. Increasing research demonstrates that live streaming enables an immersive experience and interpersonal connection even without any actual human contact [21,22].…”

Section: Literature Reviewsmentioning

confidence: 99%

How can live streamers enhance viewer engagement in eCommerce streaming?

Liu¹,

Sun²,

Lee³

2021

Proceedings of the Annual Hawaii International Conference on System Sciences

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eCommerce live streaming has enabled new forms of customer engagement, where live streamers, viewers and platform owners engage each other in real time to hawk and trade goods and services. Central to live streaming sales are live streamers. It is therefore critical to discover techniques to maximize live streamers' engagement with viewers. Based on the intimacy theory, we propose the perceived intimacy live streamers created improves online engagement with viewers. Our survey results suggest streamers' authenticity, attitudinal similarity and customer response capability enhance intimacy perceived by online viewers, leading to viewers' online engagement. Contributions of our study are discussed.

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The role of live streaming in building consumer trust and engagement with social commerce sellers

Cited by 730 publications

References 124 publications

The Impact of Impulsive Consumption on Supply Chain in the Live-Streaming Economy

The Impact of Impulsive Consumption on Supply Chain in the Live-Streaming Economy

Travel live streaming: an affordance perspective

How can live streamers enhance viewer engagement in eCommerce streaming?

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