Utilitarian and Hedonic Motivations for Live Streaming Shopping

被引：164

作者：

Cai, Jie ^{[1
]}

Wohn, Donghee Yvette ^{[1
]}

Mittal, Ankit ^{[1
]}

Sureshbabu, Dhanush ^{[1
]}

机构：

[1] New Jersey Inst Technol, Newark, NJ 07102 USA

来源：

TVX 2018: PROCEEDINGS OF THE 2018 ACM INTERNATIONAL CONFERENCE ON INTERACTIVE EXPERIENCES FOR TV AND ONLINE VIDEO | 2018年

关键词：

Live streams; live streaming shopping; e-commerce; Technology Acceptance Model (TAM); hedonic and utilitarian motivations; behavioral intentions;

D O I：

10.1145/3210825.3210837

中图分类号：

TP301 [理论、方法];

学科分类号：

081202 ;

摘要：

Watching live streams as part of the online shopping experience is a relatively new phenomenon. In this paper, we examine live streaming shopping, conceptualizing it as a type of online shopping that incorporates real-time social interaction. Live streaming shopping can happen in two ways: live streaming embedded in e-commerce, or e-commerce integrated into live streaming. Based on prior research related to live streaming and consumer motivation theories, we examined the relationships between hedonic and utilitarian motivations and shopping intention. We found that hedonic motivation is positively related to celebrity-based intention and utilitarian motivation is positively related to product-based intention. A content analysis of open-ended questions identified eight reasons for why consumers prefer live streaming shopping over regular online shopping.

引用

页码：81 / 88

页数：8

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