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Cited by 19Digital Marketing and Social MediaTechnology Adoption and User BehaviourConsumer Retail Behavior Studies

The DOI matches its Crossref record; 10 of the 10 references it cites were found in a registry or an index.

Beyond Shopping: The Motivations and Experience of Live Stream Shopping Viewers

Liu, Xiaoxing, Kim, Sung H.·2021·2021 13th International Conference on Quality of Multimedia Experience (QoMEX)
DOI 10.1109/qomex51781.2021.9465387
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Abstract

We present a study of viewers of live stream shopping - a new medium that blends aspects of social media with mobile shopping. 286 participants from China, where live stream shopping has gained tremendous popularity with hundreds of millions of active users, were surveyed about their attitudes and experiences with viewing, interacting with, and making purchases from live stream shopping. Viewer motivations were examined according to the Uses and Gratifications Theory (UGT) to identify motivations broken down into sixteen constructs organized under four greater constructs: entertainment, information, socialization, and experience. Many of the motivations we examined revealed statistically significant correlations with the frequency with which users viewed and made purchases from live stream shopping. Open-ended questions were also included for further analysis. Based on our findings, we propose suggestions to use live stream shopping as a powerful tool for e-commerce while taking advantage of the entertainment and real-time features that make it a form of social media.

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Crossref · 10.1109/qomex51781.2021.9465387

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Citations

Cites

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Metadata

Authors
Liu, X., & Kim, S. H.
Affiliations
Adelphi University (US)
ORCID
Liu, Xiaoxing
Venue
2021 13th International Conference on Quality of Multimedia Experience (QoMEX)
Publisher
IEEE
Published
2021-06-14
Pages
187-192
DOI
10.1109/qomex51781.2021.9465387
OpenAlex
W3177762190
Cited by
19
References
10
Citations by year
2026: 3 · 2025: 3 · 2024: 6 · 2023: 3 · 2022: 3 · 2021: 1
FWCI
8.66
Type
conference paper
Language
en
Open access
closed
Licence
Locations
International Conference on Quality of Multimedia Experience (QoMEX) (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
  • Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
Keywords
live streaming e-commerce, viewer motivation, uses and gratifications theory, e-commerce, social media, mobile shopping, entertainment value, socialization, information seeking, customer experience, purchase behavior

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