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Description
Live-stream shopping (LSS) has emerged as a highly profitable social commerce phenomenon that revolutionizes the retail industry in recent years. Especially COVID-19 reinforces this trend. However, research in LSS is still in its infancy. The current study sheds new light onto live-stream shopping in Europe, particularly Germany, as a first study. It analyzes the perceived value and the communication process between the retailer and the customer. Particularly the communication process has not been investigated in this context before so that new theoretical and empirical insights are provided. The results show that German customers’ stickiness is more driven by the functional than the hedonic value. Moreover, the influence of retailers’ social presence differs among younger and older customers.
Recommended Citation
Baersch, Soeren; Richard, Lackes; and Siepermann, Markus, "Live-Stream Shopping is Landing in Germany: An Analysis of the Stickiness Intention of German Customers" (2022). Wirtschaftsinformatik 2022 Proceedings. 2.
https://aisel.aisnet.org/wi2022/digital_retail/digital_retail/2
Live-Stream Shopping is Landing in Germany: An Analysis of the Stickiness Intention of German Customers
Live-stream shopping (LSS) has emerged as a highly profitable social commerce phenomenon that revolutionizes the retail industry in recent years. Especially COVID-19 reinforces this trend. However, research in LSS is still in its infancy. The current study sheds new light onto live-stream shopping in Europe, particularly Germany, as a first study. It analyzes the perceived value and the communication process between the retailer and the customer. Particularly the communication process has not been investigated in this context before so that new theoretical and empirical insights are provided. The results show that German customers’ stickiness is more driven by the functional than the hedonic value. Moreover, the influence of retailers’ social presence differs among younger and older customers.