Capturing consumers’ motivations for using the live streaming shopping platform (LSSP) can help guide the optimization of the platform and enhance shopping experience of consumers while watching live videos. Previous studies on user motivation typically explored technical and psychological antecedents of usage by considering the platform holistically. However, this black-box like treatment to the platform blurs the finer-grained details of consumer usage. This study takes a micro-level approach, disassembling the LSSP into 13 representative design features, and refines nine user motivations based on the uses and gratifications theory. Through collecting 237 questionnaires and employing regression analysis, we reveal the nuanced relationship between platform design features and consumer motivations. Our findings show that different design features are driven by distinct motivations, diverging from overall LSSP usage motivations. This research broadens the scope of LSSP studies, improves platform functionality, and offers practical insights for service providers.
Xiao, Quan; Wang, Xiaojie; Qu, Lu; Wan, Shanshan; Mao, Mingsong; and Zhang, Xing, "Dismantling the Black Box: Understanding Consumers' Motivations for the Usage of Live Streaming Shopping Platform" (2023). PACIS 2023 Proceedings. 217.
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