Abstract

Social interaction (via electronic word of mouth and observational learning) is an essential factor for successful online commerce. The new technology of live-streaming changes how social interaction affects consumers. This ongoing research investigates how instant electronic word of mouth and observational learning influence consumers’ perceptions of a live-streaming shopping website. This study also regards the perceived credibility of the seller and swift guanxi as an initial relationship state and an enhanced relationship state, respectively. Results will contribute toward IS literature by improving our understanding of social interaction and its effect on consumers’ perceptions and behaviors in a live-streaming shopping website. Furthermore, such findings can be leveraged to promote live-streaming technology among retailers planning to stimulate consumers’ purchase behavior.

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