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Live Streaming Commerce: Uses and Gratifications Approach to Understanding Consumers’ Motivations

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Item Summary Cai, Jie Wohn, Donghee Yvette 2019-01-03T00:05:29Z 2019-01-03T00:05:29Z 2019-01-08
dc.identifier.isbn 978-0-9981331-2-6
dc.description.abstract In this paper, we introduce live streaming commerce– e-commerce integrated with real-time social interaction via live streams. Using a uses and gratifications framework, we identified four motivations (enjoyment of interaction, substitutability of personal examination, need for community, and trend setting) related to live streaming commerce, and explored relationships between motivations and behavioral intentions in three different scenarios: general watching scenario, product search scenario, and internet celebrity scenario. Results showed that substitutability of personal examination was associated with the general watching scenario and product search scenario, while enjoyment of interaction was associated with the internet celebrity scenario. Trend setting was associated with all scenarios but need for community was insignificant with all scenarios. Design implications based on results are discussed for future live streaming commerce system development.
dc.format.extent 10 pages
dc.language.iso eng
dc.relation.ispartof Proceedings of the 52nd Hawaii International Conference on System Sciences
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 International
dc.subject Live Streaming Services
dc.subject Digital and Social Media
dc.subject E-commerce,Consumers' Motivation,Live Streams, Live Streaming Commerce, Uses and Gratifications Theory
dc.title Live Streaming Commerce: Uses and Gratifications Approach to Understanding Consumers’ Motivations
dc.type Conference Paper
dc.type.dcmi Text
dc.identifier.doi 10.24251/HICSS.2019.307
Appears in Collections: Live Streaming Services

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