Please use this identifier to cite or link to this item:
http://hdl.handle.net/20.500.11861/9582
Title: | What drives consumers to buy in live streaming commerce? a systematic literature review |
Authors: | Dr. CUI Xiling, Celine Dr. LAW Chui Chui, Monica Dr. NG Chi Ho, Mark Dr. LAM Che Fai, Lubanski |
Issue Date: | 2024 |
Source: | Journal of Logistics, Informatics and Service Science, 2024, vol. 11(2), pp. 464-486. |
Journal: | Journal of Logistics, Informatics and Service Science |
Abstract: | Live streaming is attracting a growing audience and is becoming an integral part of people’s lives. The literature on live streaming commerce has seen a surge in studies since the phenomenon emerged in the past few years. This study systematically reviews existing literature on live streaming commerce from the perspective of consumer behavior. Thirty-five papers published between 2015 and 2022 are analyzed to uncover the factors influencing consumer decisions and engagement with live streaming for shopping. The key factors are categorized as internal (consumer characteristics and psychology) and external (platform, product, streamer, social). Key findings suggest that live streamer credibility and interaction play a significant role in building consumer trust and influencing purchase intentions. Additionally, self-congruity with the streamer enhances engagement. The study identifies research gaps related to the impact of real-time interactivity, streamer-viewer relationships, and cultural contexts. It offers insights into consumer behavior theories and strategies for designing engaging live shopping experiences. |
Type: | Peer Reviewed Journal Article |
URI: | http://hdl.handle.net/20.500.11861/9582 |
ISSN: | 2409-2665 |
DOI: | 10.33168/JLISS.2024.0229 |
Appears in Collections: | Business Administration - Publication |
Find@HKSYU Show full item record
Page view(s)
97
Last Week
5
5
Last month
checked on Nov 21, 2024
Google ScholarTM
Impact Indices
Altmetric
PlumX
Metrics
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.