A Qualitative Interviewing Finding of Customer Perceptions in Livestreaming Commerce

Abstract

The majority of published research on live-streaming commerce employs a quantitative survey method, and the theoretical model differs based on different deductive reasoning. Based on the transcripts of thirty-nine informants in in-depth interviews, this study identifies significant roles of information and knowledge (I&K) and behavioral activation, leading to SI&K-O-R and S-O-B-R as extended versions of the popular stimulus-organism-response (S-OR) framework of consumer behaviors. The behavioral term indicates that live streaming requires a higher level of active viewer or consumer engagement by making use of the live streaming technologies and their unique features such as synchronicity and feedback. Additional insights include anchor personality, expressed voices and presentation, ethicality, consumer mood, the ability to incorporate items into the lives of viewers and customers, environmental psychology, affinity, vicarious experience, and technical hurdles.