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

Öz

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.

Anahtar Kelimeler

• 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

Öz

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.

Anahtar Kelimeler

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

Kaynakça

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