How social media live streams affect online buyers: A uses and gratifications perspective |
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| Institution: | 1. Audencia Business School, Department of Information Systems and Supply Chain Management, 8 route de la Jonelière, 44300 Nantes, France;2. Kedge Business School, Department of Finance, Accounting and Economics, 680 cours de la Libération, 33405 Talence, France;3. ESSCA School of Management, Department of Operations Management and Decision Science, 55 quai Alphonse Le Gallo, 92513 Boulogne-Billancourt, France;1. School of Business, University of Petroleum & Energy Studies, Dehradun, India;2. Department of General Management, Jaipuria Institute of Management, Noida, UP, India;1. School of Management, Binghamton University, The State University of New York, 4400 Vestal Pkwy E, Binghamton, NY 13902;2. Department of Information Systems and Cyber Security, The University of Texas at San Antonio, USA, One UTSA Circle, San Antonio, TX 78249, USA;1. University of Siegen, Chair of Information Systems, Kohlbettstrasse 15, D-57072 Siegen, Germany;2. University of Innsbruck, Department of Information Systems, Production and Logistics Management, Universitaetsstrasse 15, A-6020 Innsbruck, Austria;3. University of Bremen Faculty 03 Mathematics and Computer Science, Digital Public, Bibliothekstraße 5, D-28359 Bremen, Germany;1. Asia Europe Business School, Faculty of Economics and Management, East China Normal University, 155 Tanjiatang Road, Minhang District, Shanghai 200241, China;2. Macquarie Business School, Macquarie University, Balaclava Rd, Macquarie Park, NSW 2109, Australia |
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| Abstract: | Social media live streams (SMLSs) are becoming mainstream e-commerce platforms, especially for direct selling, offering online retailers (e-tailers) immense consumer interaction and engagement levels. Despite their growing prevalence, e-tailers face difficulties capitalising on this platform to enhance retail operations. This paper explores how SMLSs affect consumers' purchase intentions by exploring their motivations for participating in e-commerce SMLSs. To this end, we used the uses and gratifications (U&G) theory to explain how using SMLSs to satisfy consumers' needs could lead to high or low purchase intentions. It was done by collecting cross-sectional data from 795 consumers who have participated in e-commerce SMLSs. The data were analysed using partial least squares-structural equation modelling (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA). Our findings revealed that people use SMLSs to satisfy their need for value, social identification, and the medium's attributes. Based on these findings, we show six configurations that lead to high or low purchase intentions and make corresponding theoretical propositions. Thus, our study contributes to the research and practice of using SMLSs for online shopping. |
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| Keywords: | Social media Live stream Uses and gratification E-commerce Social pricing |
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