Design shopping as an experience: Exploring the effect of the live-streaming shopping characteristics on consumers' participation intention and memorable experience

Live-streaming shopping becomes increasingly popular recently. However, little research explored why livestreaming shopping is so successful in continuously promoting sales and engaging consumers. Based on the Stimulus-Organism-Response framework, we explore the effects of five distinct characteristics (information richness, interactivity, vividness, social presence, and newness) of live-streaming shopping on consumers' continuous participation intentions, and investigate the underlying organism from both the momentary states (i. e., perceived diagnosticity, perceived enjoyment, and perceived social support) and the reflective state (i.e., memorable experience). The results of a multi-method empirical study indicate that the memorable experience is a strong indicator of continued shopping behaviors.