New Trend in Online Shopping: L-commerce (Live Stream Commerce) and a Model Proposal for Consumer Adoption

Year 2024, , 474 - 488, 01.08.2024

Mahmut Selami Akın

https://doi.org/10.17153/oguiibf.1384721

Cited By: 1

Abstract

The study aims to clarify the L-commerce phenomenon, emerging as a novel model in online shopping, and distinguish the attributes separated from other models. The L-commerce literature was also revisited. Past attempts mainly focused on the intention to purchase in live stream shopping platforms in far eastern provinces. The study also proposes enlightening how consumers can adapt and accept L-commerce in new markets. Accordingly, a conceptual model including technological (perceived ease of use and usefulness), psychological (perceived financial, social, psychological and time risk) and social (telepresence and social presence) components were brought forward based on the Technology Acceptance Model (TAM). It is expected to shed light on theoreticians, L-commerce platform managers and entrepreneurs.

Keywords

Consumer Behavior, Online Shopping, E-commerce, Social Media Shopping, Live Stream Commerce

Çevrimiçi Alışverişte Yeni Trend: C-Ticaret (Canlı Yayın Ticareti) ve Tüketici Adaptasyonu İçin Bir Model Önerisi

Abstract

Çalışmanın amacı, çevrimiçi alışverişte yeni bir tür olarak ortaya çıkan c-ticaret olgusunu açıklığa kavuşturmak ve diğer modellerden ayrılan niteliklerini teşhis etmektir. C-ticaret literatürü ele alınmış ve çalışmaların ağırlıklı olarak Uzakdoğu ülkelerinde canlı yayın alışverişlerinde satın alma niyetine odaklanıldığı saptanmıştır. Çalışma aynı zamanda yeni pazarlarda tüketicilerin c-ticarete nasıl adapte olabileceklerini ve bunu nasıl kabullenebileceklerini aydınlığa kavuşturmayı hedeflemektedir. Buna doğrultuda, Teknoloji Kabul Modeli (TAM) temel alınarak teknolojik (algılanan kullanım kolaylığı ve kullanışlılık), psikolojik (algılanan finansal, sosyal, psikolojik ve zamanla ilgili risk) ve sosyal (tele-bulunma ve sosyal buradalık) bileşenlerden oluşan kavramsal bir model önerisi sunulmuştur. Çalışmanın teorisyenler, c-ticaret platform yöneticileri ve girişimcilere yön göstermesi beklenmektedir.

Keywords

Tüketici Davranışı, Çevrimiçi Alışveriş, E-ticaret, Sosyal Medya Alışverişi, Canlı Yayın Ticareti.

References

• Abed, S. S., Dwivedi, Y. K., & Williams, M. D. (2015). Social media as a bridge to e-commerce adoption in SMEs: A systematic literature review. The Marketing Review, 15(1), 39-57.
• Ajzen, I., & Fishbein, M. (2000). Attitudes and the attitude-behavior relation: Reasoned and automatic processes. European review of social psychology, 11(1), 1-33.
• Algharabat, R., Rana, N. P., Dwivedi, Y. K., Alalwan, A. A., & Qasem, Z. (2018). The effect of telepresence, social presence and involvement on consumer brand engagement: An empirical study of non-profit organizations. Journal of Retailing and Consumer Services, 40, 139-149.
• Ameen, N., Tarhini, A., Reppel, A., & Anand, A. (2021). Customer experiences in the age of artificial intelligence. Computers in Human Behavior, 114, 106548.
• Ariff, M. S. M., Sylvester, M., Zakuan, N., Ismail, K., & Ali, K. M. (2014, June). Consumer perceived risk, attitude and online shopping behaviour; empirical evidence from Malaysia. In IOP Conference Series: Materials Science and Engineering (Vol. 58, No. 1, p. 012007). IOP Publishing.
• Arora, A. Glaser, D., Kim, A., Kluge, P., Kohli, S., & Sak, N., (2021). It’s showtime! How live commerce is transforming the shopping experience, Retrieved from https://www.mckinsey.com/capabilities/ mckinsey-digital/our-insights/its-showtime-how-live-commerce-is-transforming-the-shopping-experience#/, (Accessed in 28.10.2023).
• Bao, Z., & Zhu, Y. (2023). Understanding customers’ stickiness of live streaming commerce platforms: An empirical study based on modified e-commerce system success model. Asia Pacific Journal of Marketing and Logistics, 35(3), 775-793.
• Bhatti, A., Saad, S., & Gbadebo, S. M. (2018). Convenience risk, product risk, and perceived risk influence on online shopping: Moderating effect of attitude. International Journal of Business Management, 3(2), 1-11.
• Camoiras-Rodriguez, Z., & Varela, C. (2020). The influence of consumer personality traits on mobile shopping intention. Spanish journal of marketing-ESIC, 24(3), 331-353.
• Chowdhury, R. M. (2020). Personal values and consumers’ ethical beliefs: The mediating roles of moral identity and machiavellianism. Journal of Macromarketing, 40(3), 415-431.
• Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.
• Doong, S. H. (2022). Comparing the effect of interactivity and reputation on purchase intention in live commerce: a serial mediation study. Journal of Marketing Analytics, 1-12.
• Glasman, L. R., & Albarracín, D. (2006). Forming attitudes that predict future behavior: a meta-analysis of the attitude-behavior relation. Psychological bulletin, 132(5), 778.
• Guo, L., Hu, X., Lu, J., Ma, L., 2021. Effects of customer trust on engagement in live streaming commerce: mediating role of swift guanxi. Internet Res. 31 (5), 1718–1744.
• Hamilton, William A., Garretson, O., & Kerne, A. (2014). Streaming on twitch: fostering participatory communities of play within live mixed media. In: CHI’14: Proceedings of the SIGCHI conference on human factors in computing systems, Toronto Ontario Canada, 26 April 2014 - 1 May 2014. New York: Association for Computing Machinery, pp. 1315–1324.
• Hu, M., & Chaudhry, S. S. (2020). Enhancing consumer engagement in e-commerce live streaming via relational bonds. Internet Research, 30(3), 1019-1041.
• Huang, Z., Zhu, Y., Hao, A., & Deng, J. (2022). How social presence influences consumer purchase intention in live video commerce: the mediating role of immersive experience and the moderating role of positive emotions. Journal of Research in Interactive Marketing, (ahead-of-print), 1-17.
• Jain, V. I. P. I. N., Malviya, B., & Arya, S. (2021). An overview of electronic commerce (e-Commerce). Journal of Contemporary Issues in Business and Government, 27(3), 665-670.
• Kaur, H., & Kochar, R. (2018). A review of factors affecting consumer behavior towards online shopping. International Journal of Engineering and Management Research (IJEMR), 8(4), 54-58.
• Kliestik, T., Zvarikova, K., & Lăzăroiu, G. (2022). Data-driven machine learning and neural network algorithms in the retailing environment: Consumer engagement, experience, and purchase behaviors. Economics, Management and Financial Markets, 17(1), 57-69.
• Kumar, S., Lim, W. M., Pandey, N., & Christopher Westland, J. (2021). 20 years of electronic commerce research. Electronic Commerce Research, 21, 1-40.
• Lee, S. (2018). Investigating antecedents and outcome of telepresence on a hotel’s website. International Journal of Contemporary Hospitality Management, 30(2), 757-775.
• Lee, C. H., & Chen, C. W. (2021). Impulse buying behaviors in live streaming commerce based on the stimulus-organism-response framework. Information, 12(6), 241.
• Lee, C. H., Lee, H. N., & Choi, J. I. (2023). The Influence of Characteristics of Mobile Live Commerce on Purchase Intention. Sustainability, 15(7), 5757.
• Liang, T. P., & Turban, E. (2011). Introduction to the special issue social commerce: a research framework for social commerce. International Journal of electronic commerce, 16(2), 5-14.
• Lim, J., & Ayyagari, R. (2018). Investigating the determinants of telepresence in the e-commerce setting. Computers in Human Behavior, 85, 360-371.
• Liu, B., & Wang, W. (2023). Live commerce retailing with online influencers: Two business models. International Journal of Production Economics, 255, 108715.
• Liu, X., Zhang, L., & Chen, Q. (2022). The effects of tourism e-commerce live streaming features on consumer purchase intention: The mediating roles of flow experience and trust. Frontiers in Psychology, 13, 995129.
• Lu, B., & Chen, Z. (2021). Live streaming commerce and consumers’ purchase intention: An uncertainty reduction perspective. Information & Management, 58(7), 103509.
• Lu, B., Fan, W., & Zhou, M. (2016). Social presence, trust, and social commerce purchase intention: An empirical research. Computers in human behavior, 56, 225-237.
• Lu, Z., Xia, H., Heo, S., & Wigdor, D. (2018, April). You watch, you give, and you engage: a study of live streaming practices in China. In Proceedings of the 2018 CHI conference on human factors in computing systems (pp. 1-13).
• Lyu, W., Qi, Y., & Liu, J. (2022). Proliferation in live streaming commerce, and key opinion leader selection. Electronic Commerce Research, 1-34.
• Ma, Y. (2021). Elucidating determinants of customer satisfaction with live-stream shopping: An extension of the information systems success model. Telematics and Informatics, 65, 101707.
• Marangunić, N., & Granić, A. (2015). Technology acceptance model: a literature review from 1986 to 2013. Universal access in the information society, 14, 81-95.
• Meißner, M., Pfeiffer, J., Peukert, C., Dietrich, H., & Pfeiffer, T. (2020). How virtual reality affects consumer choice. Journal of Business Research, 117, 219-231.
• Rogers, E. M. (2010). Diffusion of innovations. 4th Edition, Simon and Schuster.
• Sagnier, C., Loup-Escande, E., Lourdeaux, D., Thouvenin, I., & Valléry, G. (2020). User acceptance of virtual reality: an extended technology acceptance model. International Journal of Human–Computer Interaction, 36(11), 993-1007.
• Suh, K. S., & Chang, S. (2006). User interfaces and consumer perceptions of online stores: The role of telepresence. Behaviour & information technology, 25(2), 99-113.
• Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic commerce research and applications, 37, 100886.
• Taher, G. (2021). E-commerce: advantages and limitations. International Journal of Academic Research in Accounting Finance and Management Sciences, 11(1), 153-165.
• Wang, H., Ding, J., Akram, U., Yue, X., & Chen, Y. (2021). An empirical study on the impact of e-commerce live features on consumers’ purchase intention: From the perspective of flow experience and social presence. Information, 12(8), 324.
• Weber, E. U., & Milliman, R. A. (1997). Perceived risk attitudes: Relating risk perception to risky choice. Management science, 43(2), 123-144.
• Wirtz, B. W. (2021). Digital business and electronic commerce. Cham: Springer International Publishing. Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of business research, 117, 543-556.
• Wongkitrungrueng, A., Dehouche, N., & Assarut, N. (2020). Live streaming commerce from the sellers’ perspective: implications for online relationship marketing. Journal of Marketing Management, 36(5-6), 488-518.
• Wongkitrungrueng, A., Dehouche, N., & Assarut, N. (2020). Live streaming commerce from the sellers’ perspective: implications for online relationship marketing. Journal of Marketing Management, 36(5-6), 488-518.
• Wongsunopparat, S., & Deng, B. (2021). Factors Influencing Purchase Decision of Chinese Consumer under Live Streaming E-Commerce Model. Journal of Small Business and Entrepreneurship, 9(2), 1-15.
• Xu, X., Wu, J. H., & Li, Q. (2020). What drives consumer shopping behavior in live streaming commerce?. Journal of electronic commerce research, 21(3), 144-167.
• Yaraş, E., Özbük, M. Y., & Ünal, D. A. (2017). Factors affecting consumers' intention to purchase online. Journal of Internet Applications and Management, 8(2), 63-74.
• Yun, J., Lee, D., Cottingham, M., & Hyun, H. (2023). New generation commerce: The rise of live commerce (L-commerce). Journal of Retailing and Consumer Services, 74, 103394.
• Zafar, A. U., Qiu, J., Li, Y., Wang, J., & Shahzad, M. (2021). The impact of social media celebrities' posts and contextual interactions on impulse buying in social commerce. Computers in Human Behavior, 115, 106178.
• Zhang, M., Liu, Y., Wang, Y., & Zhao, L. (2022a). How to retain customers: Understanding the role of trust in live streaming commerce with a socio-technical perspective. Computers in Human Behavior, 127, 107052.
• Zhang, S., Huang, C., Li, X., & Ren, A. (2022b). Characteristics and roles of streamers in e-commerce live streaming. The Service Industries Journal, 42(13-14), 1001-1029.
• Zhu, G., Jiang, S., & Li, K. (2022). A moderated mediation mechanism underlying the impact of website telepresence on purchase intention—Evidence from Chinese female college student customers. Frontiers in Psychology, 13, 902414.