Utilitarian and Hedonic Motivations for Live Streaming Shopping

Cai, Jie; Wohn, Donghee Yvette; Mittal, Ankit; Sureshbabu, Dhanush

doi:10.1145/3210825.3210837

Cited by 202 publications

(193 citation statements)

References 26 publications

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“…The development of such tools has not only been limited to streamers, but also more widely to help both developers and viewers understand the dynamics between the spectator and the streamer (Pan et al, 2016), and to improve how content is recommended to users (Lin and Chen, 2018). One interesting aspect related to both the specific platform as well as the behavior of its users is how purchasing behavior may be influenced, and while this topic has not yet been widely investigated, there are some promising first forays into the field (Cai et al, 2018) that show differences in motivations when examining different modes of intent.…”

Section: Live Video Game Streaming and Twitchmentioning

confidence: 99%

Social motivations of live-streaming viewer engagement on Twitch

Hilvert-Bruce

Neill

Sjöblom

et al. 2018

Computers in Human Behavior

599

420

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Section: Live Video Game Streaming and Twitchmentioning

confidence: 99%

Social motivations of live-streaming viewer engagement on Twitch

Hilvert-Bruce

Neill

Sjöblom

et al. 2018

Computers in Human Behavior

599

420

View full text Add to dashboard Cite

“…Shopping through live streams is a new way of shopping and contains not only lots of social commerce attributes but also unique social media attributes. Cai et al [2] defined live streaming commerce as e-commerce that integrates real-time social interaction through live streams. From this perspective, we could analogously understand live streaming commerce, from Kim and Park's social commerce definition [24], as a subset of ecommerce that uses live streams for real-time social interactions to facilitate shopping.…”

Section: What Is Live Streaming Commerce?mentioning

confidence: 99%

“…Shopping with live streams-also known as live streaming commerce-is comparatively new. Live streaming commerce is defined as a subset of ecommerce embedded with real-time social interaction, a feature unique to live streams [2]. There are two types of live streaming commerce.…”

Section: Introductionmentioning

confidence: 99%

“…This could be because live streaming shopping is flourishing in China but just started in the United States. In one of the few known examples of scholarship on this topic, Cai et al [2] explored live streaming shopping attitudes and found out that the top four reasons consumers preferred to shop through live streams rather than traditional online shopping were product demonstration (the ability to see how products worked), product information (the ability to ask more information that they are interested in), excitement about novelty of a new way to shop, and interaction (the ability to communicate with the streamer and other viewers).…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

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

Cai¹,

Wohn

2019

Proceedings of the Annual Hawaii International Conference on System Sciences

Self Cite

140

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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.

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“…As a social e-commerce mode, the advantages of live streaming selling are as follows. First, the viewers can clearly get the professional description of the products by the streamers in the chat rooms and meanwhile can feel the streamers' real experience and evaluation of the products (Cai et al, 2018). Second, the viewers can also communicate with the streamers in real time through the bullet screen and put forward their own demands for the products.…”

mentioning

confidence: 99%

Optimal decisions and coordination of live streaming selling under revenue‐sharing contracts

Liu

2021

Manage Decis Econ

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Live streaming selling is setting off new waves worldwide, especially in China. Considering the effects of number of viewers and average reference price, this paper investigates the optimal decisions of platform's recommending effort and streamer's selling effort by differential game theory. We find that if the platform sets a higher revenue-sharing rate, its effort to recommend streamer will decrease, which could reduce the platform's and streamer's revenues. Thus, we propose a subsidy mechanism that incentivizes the streamer to increase investments in platform's recommendations, while enabling the platform and the streamer to achieve a win-win situation by setting reasonable revenue-sharing rates. | INTRODUCTIONLive streaming selling has become one of the preferred channels for major vendors to increase the sales of products and clear inventory.Supported by the technology of the live streaming platforms, the streamers, namely, broadcasting in the chat room, have a group of loyal followers with the skills of eating, singing, dancing, making up, entertaining, and so on (Rodriguez-Gil et al., 2018). Vendors focus on the high loyalty and accuracy of fans in a specific category of streamers and then target sales based on the relevant attributes of the products (Choi & Rifon, 2012;McCormick, 2016). Especially in China, Taobao Live, Tiktok, Kuaishou, and other platforms all have already set off a blowout fever of live streaming selling (X. C. Liu, 2016). In 2018, the amount of sales of products on Taobao Live has exceeded 100 billion yuan, with a year-on-year growth rate of nearly 400%. 1 Taobao Live has developed into a venerable industry benchmark in the field of live streaming e-commerce. More and more platforms, streamers, and vendors are scrambling to follow suit to join the wave of live streaming selling.

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Utilitarian and Hedonic Motivations for Live Streaming Shopping

Cited by 202 publications

References 26 publications

Social motivations of live-streaming viewer engagement on Twitch

Social motivations of live-streaming viewer engagement on Twitch

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

Optimal decisions and coordination of live streaming selling under revenue‐sharing contracts

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