Live streaming has become a new and important shopping channel in e-commerce. Although previous studies have provided insightful findings on how to engage consumers in e-commerce live streaming, limited effort has been paid to explore the role of factors related to the live streaming environment. Based on the literature on space perception, we developed a structural equation model (SEM) to examine the effects of perceived distance and perceived depth and then conducted a series of mediation analyses. We found that perceived distance and perceived depth affect consumers’ psychological cognition of products displayed in the live streaming room, then further impact their attitudes towards the products. Our findings contribute to understanding the role of the environmental factors (i.e., perceived distance and perceived depth) in e-commerce live streaming and provide practical implications for e-commerce platforms and merchants in arranging the live streaming space.
Peng, Xixian; Ren, Jiaqi; and Guo, Yutong, "The Space of E-commerce Live Streaming Matters: The Role of Perceived Distance and Perceived Depth" (2022). PACIS 2022 Proceedings. 71.
When commenting on articles, please be friendly, welcoming, respectful and abide by the AIS eLibrary Discussion Thread Code of Conduct posted here.