Paper Type
Short
Paper Number
PACIS2026-1994
Description
A new form of live commerce - ambulatory live streaming - has emerged as a fast-growing retail format, in which streamers sell products from a first-person perspective while moving around from store to store in a physical retail environment. Despite its rapid growth, ambulatory live streaming face challenges in driving customer engagement. Drawing on information foraging theory, this study investigates how consumers' perceived control and perceived autonomy influence their engagement intention in ambulatory live streaming. We also examine the moderating role of goal clarity in these relationships. The research hypotheses will be tested using a questionnaire survey of consumers with recent ambulatory live streaming experience. Findings of this study will advance the theoretical understanding of ambulatory live streaming through the lens of information foraging theory. The findings will derive useful insights for practitioners to stimulate customer engagement in ambulatory live streaming.
Recommended Citation
Lin, Bosen; Cai, Zhao; Guan, Zhengzhi; and Li, Boying, "Live selling on the move: Disentangling the Roles of Perceived Autonomy and Control in Ambulatory Live Streaming" (2026). PACIS 2026 Proceedings. 14.
https://aisel.aisnet.org/pacis2026/di_entren/di_entren/14
Live selling on the move: Disentangling the Roles of Perceived Autonomy and Control in Ambulatory Live Streaming
A new form of live commerce - ambulatory live streaming - has emerged as a fast-growing retail format, in which streamers sell products from a first-person perspective while moving around from store to store in a physical retail environment. Despite its rapid growth, ambulatory live streaming face challenges in driving customer engagement. Drawing on information foraging theory, this study investigates how consumers' perceived control and perceived autonomy influence their engagement intention in ambulatory live streaming. We also examine the moderating role of goal clarity in these relationships. The research hypotheses will be tested using a questionnaire survey of consumers with recent ambulatory live streaming experience. Findings of this study will advance the theoretical understanding of ambulatory live streaming through the lens of information foraging theory. The findings will derive useful insights for practitioners to stimulate customer engagement in ambulatory live streaming.
Comments
09-Transformation