AN EMPIRICAL STUDY ON THE DRIVERS OF CONSUMER SHOPPING BEHAVIOR IN LIVE-STREAMING COMMERCE

This dissertation identifies factors driving consumer shopping behavior within the realm of live-streaming commerce, an area fast emerging in the e-commerce domain. Live-streaming shopping or commerce involves real-time interaction and entertainment with traditional online shopping, forming a unique endogenous environment where consumers can contact sellers or influencers directly. The study employed quantitative surveys that identified some of the main determining factors of consumer behavior within this context. The findings show that the significant factors in determining consumer behavior are trust and engagement, which are strongly influenced by the credibility and authenticity of the live streamer. Another significant finding is the role of social interaction and community building in providing consumers with a sense of belonging and validation, enhancing their confidence and purchase intention. Moreover, it highlights how marketing strategies of flash sales, limited-time offers, and partnerships with influencers make their way into the system to help invoke engagement and impulsive buying behavior among consumers. The implications of these findings extend to e-commerce platforms and marketers. Any improvements in features leading to trust, engagement, and interactivity within the community would drive higher customer satisfaction and sales. According to researchers, working partnerships with believable influencers and more extensive integrations of real-time marketing might further activate live-streaming commerce. This study thus fills a gap in the existing body of literature by detailing the drivers of consumer behavior toward live-stream commerce. It also identifies areas of future research on the current studies, including developing technologies and the cultural variances in the impact of live-stream commerce, including ethical considerations. These results are principle for guiding work on potential live-stream commerce in the digital age for anybody from workers to academicians.